The trust hopes the three-year campaign, which kicks off in April, will ensure it is seen as an advocate of sustainable environmental practices, as well as a housing conservation organisation.
It wants to persuade visitors to National Trust properties to take ‘small steps’ towards a greener lifestyle, such as buying local food and cutting down on energy use.
Case studies of period vegetable gardens, properties generating their own energy and the range of crops grown by National Trust tenant farmers will be used to demonstrate its own work alleviating the effects of climate change.
‘People feel overwhelmed when they think about climate change,’ said National Trust press officer Mike Collins. ‘But there are smaller things people can do to make a difference.’
The trust wants to encourage visitors to travel to properties by public transport to help reduce the high levels of ‘congestion on rural roads during bank holidays and Easter’. It will also develop projects at the properties that educate the public about the link between healthy eating and conservation issues.
Countryside glossies, food and lifestyle magazines, ethical consumer specialist publications, farming and transport trade press, tourism press and travel pages in national newspapers will all be targeted, along with politicians and regional newspapers.