New Campaign: Give Nature a Try

Ad Council, U.S. Forest Service Push Tweens to Go Outdoors

Posted by Karen Egolf on 06.11.09 @ 02:29 PM

The Ad Council is teaming up with the U.S. Forest Service in a new campaign to raise an awareness of nature among America's youth.

The campaign, launched to coincide with National Get Outdoors Day, June 13, is designed to encourage 8- to 12-year-olds and their parents to reconnect with nature by spending time in nearby forests and parks and interest them in protecting and conserving natural resources. Research shows that kids today spend 50% less time outdoors than they did 20 years ago.

Created pro bono by Euro RSCG, the campaign includes TV, radio, outdoor and web PSAs that show the various qualities tweens can discover about themselves in nature. In addition, the Brigham Young University Ad Lab developed two pro bono radio spots to further engage tweens. All the PSAs point children and their parents to a new website, DiscovertheForest.org, to find out "where the other you lives."

The site offers ideas for outdoor activities, educational and conservation information, and an interactive tool to help families find nearby forests and parks.

"Our agency is committed to finding ways to educate consumers about today's health issues, such as the rise in childhood obesity and juvenile-onset diabetes," Phil Silvestri, executive creative director-managing director, Euro RSCG Tonic, said in announcing the campaign. "We feel it is important to stress the benefits of outdoor play to today's youth so that they lead healthy lifestyles and don't miss out on one of the basic joys of being a kid -- playing outside."