Promise to Love Dorset

The Promise to Love Dorset project is a behaviour change campaign aiming to maximise positive opportunities and minimise negative impacts of visitors coming to Dorset during summer 2021.

The objectives are to:

• Protect our natural environment, maximising the opportunities for people’s connection with it, and encouraging both residents and visitors to have a collective sense of environmental responsibility.
• Reassure local residents that Dorset has a robust plan in place.
• Keep people safe.
• Manage and minimise any local resident versus visitor tension that may arise.
• Maximise the commercial and economic opportunities.
• Focus on the issues which were experienced last year, including illegal parking and camping, littering, BBQS and campfires creating wildfires, and safety at the coast.

The messaging uses ‘do’ rather than ‘don’t’ to keep the campaign tone positive and inclusive. Using ‘do’ not only focuses on the amazing places and experiences Dorset has to offer, but on what we expect of visitors, whether on holiday or a day trip. The ‘Do’ motif is used across the campaign visuals, acting as binoculars to admire the views.

Social media posts

The social media assets are ready for promotion via Facebook, Instagram and Twitter. There are 6 downloads for Twitter and 6 downloads which can be used for either Facebook or Instagram. There are also a range of GIFs which can be used on social media posts, adding depth and movement to the imagery. Short videos which will complement the social media assets will be available by the end of July.

The campaign hashtag is #PromiseToLoveDorset

Visit Dorset will be doing social media posts for the campaign and all partners are welcome to share these posts with your followers.

Look out for posts on:

Printed assets
There is also a poster which you can download to print out and display at your business or make available for your customers.

Project Background

The Promise to Love Dorset campaign is a Dorset Council project which has been produced in collaboration with Dorset Area of Outstanding Natural Beauty, Visit Dorset and many other stakeholders. It has been paid for through the Government’s COVID funding.

There is an extensive marketing plan in place which will promote the campaign throughout the summer this year.