From the dramatic peatlands of the North Pennines to the sweeping coastline of South Devon, the UK’s National Landscapes are stepping into the spotlight like never before, appearing across some of the nation’s busiest city streets in a bold new campaign set to captivate urban audiences. 

Launched this week, this major out-of-home campaign will see striking imagery of National Landscapes take over digital billboards in cities including Edinburgh, Manchester, London and Liverpool. Delivered in partnership with JCDecaux through its prestigious Community Channel, the campaign marks a significant milestone for the National Landscapes Association and the UK’s network of National Landscapes. 

At its heart lies a powerful message: there is far more to these places than meets the eye. While National Landscapes are widely celebrated for their breathtaking beauty and unique character, they are also a vital national asset, quietly working behind the scenes as a form of natural infrastructure that supports everyday life across the UK. 

These landscapes help protect communities from flooding, regulate rising temperatures, improve air and water quality, and provide essential habitats where both people and nature can thrive. They are not only places to visit, they are places that sustain us. 

Across England, Wales and Northern Ireland, 46 National Landscapes are cared for by dedicated teams working year-round to conserve and enhance these extraordinary environments for the benefit of the nation. 

Amber Lauder, Development Officer at the National Landscapes Association, who led the campaign in collaboration with JCDecaux, said: “This is a landmark opportunity to reach millions of people and show that National Landscapes are so much more than beautiful places. They are a critical part of the UK’s infrastructure, delivering essential ecosystem services like clean air, clean water and natural flood management. We want people to realise that these landscapes are working for them every single day and that they are vital not just for the environment, but for our health and wellbeing too.” 

The campaign was selected from more than 50 applicants to JCDecaux’s annual In The Community Fund, which supports charities to amplify their message on a national scale. The winning concept - developed by the National Landscapes Association - aims to inspire a deeper public connection with these extraordinary places. 

Chris Dooley, Head of Sustainable Media at JCDecaux UK, said: “We’re delighted to be supporting the National Landscapes Association on this landmark campaign, inviting people across the UK to see National Landscapes not just as beautiful places to visit, but as essential infrastructure for the nation. The JCDecaux Community Channel is about giving a voice to organisations that are making a real difference, and this partnership is a powerful example of how Out-of-Home can encourage people to look again at the landscapes” 

Amber added: “We hope this campaign sparks curiosity and pride, encouraging people to discover their local National Landscape and see it in a new light. Not just as somewhere beautiful to visit, but as a provider of the natural resources we all depend on. 

“Teams across the country are working tirelessly to protect and enhance these places for current and future generations. We’re incredibly proud to have this platform to share their work and to highlight why nature matters to every one of us.” 

Running for the next four weeks, the campaign will bring the UK’s most treasured landscapes into the heart of its cities, inviting millions to look again, and to see the bigger picture.