Outdoor brand Merrell has collaborated with creative studio Adapt to produce an updated version of the Countryside Code, reworking it for a contemporary audience.

Outdoor brand Merrell has collaborated with creative studio Adapt to produce an updated version of the Countryside Code, reworking it for a contemporary audience.

In the age of lockdowns, natural spaces have taken on a new kind of significance. For many in the UK, the outdoors have become an essential source of respite, with more people than ever venturing outside to reap the various benefits.

This relationship has withheld even with the easing of Covid-related restrictions. However, even with a population that is more environmentally conscious than ever, new data indicates that almost half of UK adults are completely unaware of the Countryside Code.

The code lists the rules people must follow when enjoying parks, waterways, coast and countryside – from advice on how to protect the environment to safely navigating signs and symbols. But the research, commissioned by outdoor brand Merrell, found that one in 10 people actually believe that the Countryside Code is a “book by a popular author”.

Results suggest that this confusion is even greater among young people, with almost two thirds of 16-to-24-year-olds polled claiming to never have heard of the statutory guidance.

In response, Merrell has announced Know Your Code, a campaign that aims to promote the guidelines in a more engaging way.

The “reimagined code”, created in collaboration with creative studio Adapt, reworks the original rules for a more contemporary audience, using a series of vibrant illustrations to bring the messages to life. With 75 per cent of people saying they are spending more time outside post-pandemic, the plan is to help educate on the importance of outdoor activity as visits to the countryside increase.

As part of the campaign, Merrell and Adapt have created five custom pairs of Know Your Code trainers. The shoes, which reflect the designs of the new code, serve as a further reflection of its reimagination.

View more images from Know Your Code, below. 

See more from Merrell’s Know Your Code on their official website

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