Family Fun Initiative Launches in Mole Valley to Help Boost Local Economy

Mole Valley District Council launches a family fun ‘Safari’ to spread joy, support the NHS and give families another incentive to return to the district’s high streets.

Residents and visitors to Mole Valley are invited to scour the high streets of Ashtead, Bookham and Leatherhead for cute and colourful MonsterHeroes as part of an innovative story-trail. Dorking will be joining in the fun from 25 July. 10 MonsterHeroes are displayed in shop windows to find in each location. Armed only with smartphones, participants can discover each MonsterHero’s name, story, and superpowers as they progress. Once all 10 MonsterHeroes are located, a free e-book telling the story of their first team-up will be unlocked.

The Safari works by utilising contactless New Field Communication (NFC) technology and QR codes. Participants need only tap or scan to take part. The Safari aims to increase footfall in our towns and villages, whilst also demonstrating an effective opportunity to entertain and excite shoppers, young and old alike.

Over 100 BIDs and councils across the UK are taking part in the MonsterHero Safari project, which has been sponsored by Wild in Art, with the aim of raising over £100k for NHS Charities Together. Mole Valley District Council is working in partnership with Ashtead Residents Association, Ashtead Rotary Club, the Bookham Retail & Business Association, Dorking BID and Mole Valley Chamber. As the country moves further into the recovery phase, this project aims to provide shoppers and families with a memorable and fun experience which will also help to support high streets in the district.

Councillor Clayton Wellman, Cabinet Member for Sustainable Economy, said: “We are delighted to be taking part in this innovative initiative. We hope it will prove popular, bringing residents and visitors into our towns and villages, and encouraging them to explore. We’ve made great strides in a very short space of time to help our high street businesses put the required safety measures in place. These businesses need customers at such a critical time and we are doing all we can to help.”

Coordinating the national project is Martin Blackwell, former CEO of ATCM and the Charity Retail Association who said: “When I heard about the concept it just resonated with me and I knew I had to support it. I loved the idea of heroes; the idea of a “safari on the high street!  I just thought, if something fun like this can help make families feel good about going back out onto the high street and raise money for such a worthy cause, then let’s go for it.”

For more information about the story-trail, please visit

Note to Editors:

For further information, please contact Martin Blackwell, project coordinator on 07799 644556 or email

Martin Blackwell:

Martin Blackwell is the former CEO of the Assoc. of Town Centre Management and the Charity Retail Assoc.  Martin launched his own consultancy specialising in partnership building and strategy development.  He wrote the National Standards for Business Crime Reduction Partnerships for Secure by Design.

Wild In Art:

Since 2008 Wild in Art has animated cities across the world including Manchester, Sydney, Melbourne, Cape Town and São Paulo, and created public art events for the London 2012 Olympics, the 2014 Commonwealth Games in Glasgow, Historic Royal Palaces and Penguin Random House.  Connecting businesses, artists and communities through the power of creativity, their events to date have enabled more than £15 million to be raised for charitable causes through auctions alone and helped millions of people of all ages to experience art in non-traditional settings.

Image pack available here:         

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