UK dairy company Arla Foods created Kids Closer to Nature to get the 'indoor generation' of kids out of doors and connected with wildlife again.
Designed by Outside Line with branding support from Abbott Mead Vickers BBDO and PR by Tonic Life, the site includes the Nature Adventure Club. Kids can sign up for a 'pass' that lets them join in special challenges involving plants and animals near their homes. Visitors can also apply for grants from Arla to help transform their communities and neighborhoods: for example, growing vegetable patches.
Arla, whose brands include Lurpak and Anchor, launched the site on the back of a study of 1,000 kids and 2,000 adults. It revealed a quarter of children said they wished they spent more time outdoors, while one in five parents limit their kids to indoor activities because it's more convenient and less time-consuming.