Shaun the Sheep becomes Countryside Code champion

Shaun the Sheep has been revealed as the new champion of Natural England’s Countryside Code.

The new campaign will help encourage children and young people to “respect, protect and enjoy” the countryside. From Mossy Bottom farm, Shaun and friends will follow the Countryside Code and show children how to care for nature, follow signs and share the space with others.   

It follows research from Natural England’s Children’s People and Nature Survey which revealed that 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.  

Marian Spain, Chief Executive of Natural England, said: “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.  

“We know that children care deeply about the environment, and that 85% of children feel happy spending time outdoors – so it’s really important that we help young people enjoy the invaluable health and wellbeing benefits that nature offers, while giving it the respect it deserves.”

Rachael Peacock, Senior Brand Manager at Aardman, said: “It’s great to be working with Natural England on this engaging and informative Countryside Code campaign.  

“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.”  

Natural England and Aardman have created a suite of assets to help inform children and young people about the messages of the code, and how to ensure the outdoors is a place for everyone to enjoy. The assets will be hosted online and available for download in use across promotional materials.