Shrek Invites Kids to Explore the Outdoors

New PSA Effort Urges Families to Discover Nature

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Shrek is joining the USDA Forest Service and the Ad Council in urging kids to spend more time outside reconnecting with nature. The new series of PSAs featuring characters from DreamWorks Animation SKG's "Shrek" movies will be unveiled June 11 at the Denver Museum of Nature & Science in time for National Get Outdoors Day, June 12.

The TV, radio, outdoor and Web PSAs, created pro bono by DreamWorks Animation and Turbine Boost, show Shrek interacting with kids in the forest and urge families to "get outside and explore nature." The Brigham Young University Ad Lab developed a second series of radio, outdoor and Web ads to further the message. The work is part of the Reconnecting Kids With Nature Campaign begun in June 2009 and urges parents and children to visit the for suggestions on outdoor activities as well as educational and conservation information.

This week the site is also offering a "Book of Stuff to Do," developed with DreamWorks Animation partner Hewlett-Packard Co. and featuring the "Shrek" characters.

Data from the University of Michigan's Institute for Social Research show that children in the U.S. spend 50% less time outdoors than they did 20 years ago. According to research, children who play outside are healthier, with lower stress levels, more active imaginations and stronger immune systems, plus they are more likely to become environmentally conscious in the future.

"At DreamWorks Animation, we are proud to support the Ad Council's ongoing efforts to encourage kids and families to get outside and enjoy all that nature has to offer," said Anne Globe, head of worldwide marketing for DreamWorks Animation, in announcing the effort. "Shrek—whose love of the outdoors makes for an authentic fit with the message of the Forest Service—serves as the inspiration for the creative concept behind this unique series of custom-animated public service announcements."

The new PSAs are being promoted on Facebook and Twitter.

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