In the UK, the kind of people who visit National Trust properties are the kind of people who carefully read all the signage and actually listen to the tour guide.

This idea is delightful.

Maybe, I don't know what is the target of this thing, but most definitely it wouldn't work on a general touristic place, for example.

This is a work of art, at most. Not an example of real world usability.

"...most definitely it wouldn't work on a general touristic place"? That's a pretty strong statement to use with no proof.

The sites that the National Trust maintains are "general touristic places". It's the UK's largest membership organization, with a membership of 3.7 million people in 2010. It owns over 200 historic houses. It owns more than 630,000 acres, nearly 1.5% of the entire land mass of England, Wales, and Northern Ireland, and owns or protects roughly 20% of the coastline.

One of its properties -- just one, and remember that it owns over 200 houses and 630,000 acres of land -- had nearly 440,000 visitors in its 2009-10 fiscal year.

National Trust properties are most definitely "general touristic places" at which these signs are working.

It's the UK. It's a tongue-in-cheek play on the familiarity.

Considering how popular the campaign has been online, I'd say it's an outstanding idea.

Of course the campaign has been popular online. It's all about demographics; the kind of people that find this online are those that will usually like it.

Now think of a not-so-educated 60 year old tourist going to see a nice park on his vacation.

It is indeed about the demographics - I don't think the age is a great factor, but it fits UK culture very well. In fact, its innate Britishness could well appeal to older age brackets more.

It's not a campaign to convince elderly tourists to return to the park.

It's a campaign to convince people like me, a National Trust member who's half the age of the person in your example, that the National Trust attractions aren't all stuffy and boring and the NT wants you to actually explore and enjoy them.

I think you do the elderly citizens of Britain a disservice by assuming they will be confused and helpless in the face of some light hearted signage.

I really like it. I guess the people who've designed were aware of this problem and solved it. Perhaps there's a really obviously tounge-in-cheek sign at the beginning, so people expect all of the signs to be.