Discover the Forest Ad Campaign Released

Discover the Forest
Discover the Forest

In an effort to motivate parents and tweens (ages 8-12) to spend more time outdoors and reconnect with nature, the U.S. Forest Service and the Ad Council launched Friday a new series of public service advertisements (PSAs) as an extension of their Discover the Forest campaign.

The new PSAs are an extension of the Discover the Forest campaign first launched by the U.S. Forest Service and Ad Council in 2009. Created pro bono by Burrell Communications, this year’s creative targets parents and caregivers of tweens and shows how accessible outdoor spaces are, even when living in an urban area.

Using the tagline “Every neighborhood has a Naturehood,” the PSAs aim to encourage families to explore forests and parks closer to their homes. Through unique outdoor experiences, tweens feel connected to nature, ultimately creating a lifelong interest in spending time with nature and a legacy of stewardship.

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More than 80 percent of Americans live in cities, but fortunately, families don’t have to leave the city to take their kids on an adventure to the forest. According to research done by Euro RSCG, 88 percent of children today say they like being in nature, and 79 percent wish they could spend more time there.

Additionally, children who play outside have lower stress levels and more active imaginations, become fitter and leaner, develop stronger immune systems and are more likely to become environmentally conscious in the future.

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The new PSAs were launched to coincide with National Get Outdoors Day (GO Day) on June 13th, which will include a series of events offering traditional and nontraditional outdoor activities across the nation.

This is a perfect opportunity for families to explore forested areas near their city. The events include special guests like Smokey Bear and Woodsy Owl, and offer a mix of activities including learning how to use a fishing pole, pitch a tent and geocaching.

These PSAs will be supported through the recently redesigned campaign website, which includes a list of activity ideas and a convenient forest locator, powered by Nature Find and GoogleMaps, allowing users to find the forest or park closest to them.

The Ad Council is distributing the new PSAs to media outlets this week and the PSAs will run and air in advertising time and space donated by the media.

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Rakesh Raman