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The National Trust's first integrated brand marketing campaign puts the spotlight on its volunteers, staff and visitors who keep the charity running.

The new work explains what goes on "behind the scenes" at the organisation to protect and conserve the UK's historic locations.

The 30-second TV ad airs from 5 September on ITV, ITV1, Channel 4, Sky, video-on-demand and 4oD. The campaign will continue during the next 12 months across paid, shared, earned and owned content.