Staatsbosbeheer is commissioned by the Dutch government to strengthen the position of nature in the Netherlands. Together with society, they are committed to ensure that current and future generations are able to experience the many essential values of nature, balanced with sustainable use of our protected areas. So in cooperation with Staatsbosbeheer Miesiyu developed a communication strategy which opened the brand up to families with children especially. Because playing among trees and grass and running wild in the woods and fields reduces over-excitement and stimulates creativity. Moreover if children lose contact with nature they won’t fight for it.