The Ramblers
Opening the Outdoors: Changing Perceptions of The Ramblers
pieces of coverage secured
total audience reach
the challenge
The Ramblers, Britain’s walking charity, wanted to change outdated perceptions and highlight its role campaigning for fair access to green spaces. Despite 22 million people regularly walking for leisure, many were unaware of the organisation’s work tackling inequality in access to the outdoors.
Across two major campaigns, Aspire was tasked with raising national awareness of access barriers, positioning The Ramblers as the leading voice for inclusive walking, and inspiring public and stakeholder support.
our solution
We delivered a layered earned-media campaign combining authoritative research with a powerful human story.
Accessibility ambassador
- Secured Paralympian David Weir CBE as campaign figurehead
- Video content and interviews highlighting real barriers
- Positioned accessibility as relevant to everyone
Research-led debate
- Turned complex research into clear, newsworthy stories
- Created national media moments around inequality in path access
- Broadcast partnerships to extend conversation and reach
Sustained outreach
- National, regional and broadcast coverage across news, lifestyle and sport
- Features built on lived experience and expert commentary
- Press Association distribution to amplify regional coverage
the impact
The campaigns repositioned The Ramblers as a modern campaigning charity and sparked national conversation about outdoor accessibility. Combined results:
pieces of coverage secured
total audience reach
Beyond the numbers, the work helped shift perception, moving The Ramblers from a traditional walking club to a leading voice for fair access to nature and public paths.
their perspective
David Weir
Six-time Paralympic gold medallist, The Independent
