View this email in browser [[link removed]] [[link removed]]We're making some changes

Dear John,

Back in February, we asked you to tell us what the countryside means to you and
why you care about it, to help us develop our plans to take us to our centenary
in 2026.

Eight out of ten of you love spending time in the countryside and feel it's good
for you, both mentally and physically. More than seven out of ten support CPRE
because you want to help create a positive future for the countryside. We were
delighted to hear that!

Nine out of ten of you support CPRE because you believe the English landscape is
an important national asset. Many other surveys have found this too, including
our own YouGov polling. Unfortunately, it also found that just 22% of adults in
England have heard of CPRE and, if they have, they’re not aware of all we do.

It’s clear we need to make people more aware of our work, so that we can attract
more support and volunteers – and increase our impact even further.

As well as talking to you and our local groups about our future work, we've been
busy looking at how we can broaden our appeal and be clearer on CPRE’s purpose.
There's clear evidence of growing public concern for the environment, the impact
of climate breakdown and awareness of the benefits countryside brings to our
mental and physical wellbeing.

We need to grasp this opportunity so that we can achieve our aim of a thriving
and beautiful countryside that enriches all our lives.

Our research identified that CPRE can be perceived as negative, and this can put
potential supporters off, even if they love the countryside. Promoting a greater understanding and appreciation of the countryside – its
benefits and fragility – helps people connect with it emotionally, and
encourages them to want to help find ways to improve and protect it to benefit
people and nature.

So we’ve realised that we must give equal emphasis to promoting, enhancing, and
of course, protecting the countryside.

As a result, you'll begin to notice a change in tone from CPRE, as we focus more
on the positive solutions that we have always tried to create. This is
underpinned by our new strategic aims – to ‘connect people and countryside’,
‘promote rural life’ and ‘empower communities’ – that your comments helped us
develop.

To make our messages resonate with more people, we’ve developed a really
eye-catching new look, inspired by the colours and shapes of our countryside.
Here's our new logo.



We will also start to refer to the organisation as ‘CPRE, the countryside
charity’ – making it immediately clear what we focus on and that we’re a
charity.

We’ve been hugely encouraged by the reaction we’ve had so far to the new plans,
tone and look, and we’re truly grateful for your ongoing interest and support.

You'll start to see this new look online during the rest of this year, with a
new website launching in the autumn. Next month’s Campaigns Update will be in
our new brand, along with emails and social media content for our September
Green Clean – so watch this space!

Thank you for continuing to support our work and helping us work towards a
better future for the countryside.

Best wishes,

Calum McGregor
Digital Engagement Officer

CPRE, the countryside charity.

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[[link removed]] [[link removed]]Campaign to Protect Rural England,
5-11 Lavington Street, London, SE1 0NZ

Tel: 020 7981 2800 | www.cpre.org.uk [[link removed]]
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CPRE fights for a better future for the English countryside. We work locally and
nationally to protect, shape and enhance a beautiful, thriving countryside for
everyone to value and enjoy. Founded in 1926, we’re a grassroots organisation,
with more than 100 local groups, a branch in every county and 60,000 members and
supporters. CPRE is a registered charity (1089685) and a company registered in
England (4302973).

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