Re-connecting Kids With Nature

Sponsor Organization: US Forest Service
Campaign Website: www.DiscoverTheForest.org
Volunteer Agency: Euro RSCG, BYU Ad Lab

The time U.S. children spend outdoors has declined 50% in the past 20 years. Barriers like population shifts to urban/sub-urban environments, an increase in children’s indoor activities, and a lack of awareness of or access to nearby nature locations have driven this trend.

However, research shows there are many benefits to kids spending time in nature. This time spent outdoors gives children the ability to explore, use their imaginations, discover new wildlife and engage in unstructured and adventurous play.

This campaign seeks to raise awareness of these benefits, inspiring young people to discover the joy of exploring the natural world and encouraging them to experience nature first-hand. As campaign ads depict, nature is also a place of self-discovery. A place for young people to realize and express a variety of personality traits from curious to creative to adventurous. 

Children are encouraged to ask their parents to bring them to nature locations and allow them to explore. The website www.DiscoverTheForest.org helps facilitate this by providing a zip code search of forests and parks, powered by Nature Find™ and Google Maps, as well as downloadable activities to take with them.