1. Advantages
• Its at heart of our core purpose
• It could have a positive impact on the brand
• It’s emotive – who else can address the threat?
• ‘Natural Childhood’ & connections to ‘50 things’
• Health & wellbeing benefits – people need it and want it.
• Conservation and ecological benefits – wildlife and
climate change
• Democratises concept of ‘Special Places’
• It’s relevant to people’s lives
• It’s inclusive
• New partnerships
• Able to reach people who don’t currently connect with NT
• Often people’s first connection with outdoors
• Cities are where people live and work
• It could play part in sustaining the organisation
• Links back to our founding principles

2. Disadvantages
• Could become all that we do or risks being hived off into a
special category
• Money – more cuts to come could be really messy
• Reputation:
– what if go in with all answers and cannot meet expectations
– Not fully understanding the situation
• Perception – lefty/do-gooders/not for us
• Outside of cultural comfort zone – esp. amongst some
members & traditional audiences
• Cannot do what has already/always been done
• We have an ambiguous role, people do want to work with
us but we cannot do what LA have always done
• Risks creating a dependency culture
• It’s a very competitive market