Shaun the Sheep named Natural England’s Countryside Code champion

Shaun the Sheep has been named as Natural England’s Countryside Code champion.

The new campaign will help encourage children and young people to “respect, protect and enjoy” the countryside.

It follows research from Natural England’s Children’s People and Nature Survey where 80% of children and young people agreed that looking after the environment was important to them, and 83% said they wanted to do more to look after nature and wildlife.

“Shaun the Sheep and his endearing friends are the perfect illustration for the next generation of explorers on how to respect, protect and enjoy nature, whether in parks in towns and cities, at the seaside or in the countryside,” said Marian Spain, Chief Executive of Natural England.

As part of the campaign, Pawprint Family is offering a challenge badge accompanied by a free downloadable activity pack and printable resources for use in schools, youth groups, home education and more. The free challenge pack includes over 40 activity ideas to help children discover the Countryside Code and its key messaging to Respect, Protect, Enjoy.

In addition, Pawprint Family has developed two wholesale products – a sew on badge and an enamel pin badge – to help broaden the reach of the project.

Rachael Peacock, Senior Brand Manager at Aardman, added: “It’s great to be working with Natural England on this engaging and informative Countryside Code campaign as part of Shaun the Sheep’s One Farm initiative where we are positioning Shaun as a fun environmental ambassador; we have one farm, let’s flock together to look after it’

“Living on Mossy Bottom Farm, Shaun’s connection to the countryside makes him a baa-rilliant and fun ambassador for nature, and we look forward to encouraging families to enjoy the outdoors respectfully.”