New Public Service Advertising from U.S. Forest Service and Ad Council Encourages Families to Discover the Nature in Their Neighborhood
Discover the Forest PSA Campaign Released in Advance of National Get Outdoors Day on June 13th
PR Newswire, June 12, 2015, Washington D.C. – 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 today a new series of public service advertisements (PSAs) as an extension of their Discover the Forest campaign.
“Get Outdoors Day provides an exceptional opportunity to introduce kids and their families to the helpful benefits and unique experiences nature offers,” said U.S. Forest Service Chief Tom Tidwell. “It also encourages all citizens to connect to and appreciate the special settings, natural treasures and amenities of our national forests and grasslands. We hope these new PSAs will encourage families to see their urban forests in a new light and inspire them to have their own nature experiences no matter where they live.”
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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.
“Living in a busy city, it’s sometimes easy to forget how accessible nature is and that every day brings the opportunity to find refuge and relaxation outdoors,” said Lisa Sherman, president & CEO of the Ad Council. “Spending time in a forest offers so many mental and physical health benefits for children. Our hope is to encourage more parents to recognize their local nature and experience it as a family.”
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.
“It's really easy to forget about your local forest,” said Lewis Williams, Chief Creative Officer at Burrell. “For example, here in Chicago, there's kayaking in Lincoln Park and along the Chicago River. Most of us walk, run or drive through a park daily without ever taking the time to explore it. Our goal was to let parents know in an entertaining and relatable way – it's just a short ride, drive or walk down the block to your Naturehood.”
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, www.DiscoverTheForest.org (www.DescubreElBosque.org), 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 campaign also has a corresponding Facebook page, Instagram handle and Twitter account, where you can further explore the beauty of the forest and the health benefits associated with spending time outside in urban forests.
The Ad Council is distributing the new PSAs to media outlets nationwide this week and the PSAs will run and air in advertising time and space donated by the media.
U.S. Forest Service:
The U.S. Forest Service (www.fs.fed.us) manages 193 million acres of national forests and grasslands for the American Public. Its mission is to sustain the health, diversity, and productivity of the Nation’s forests and grasslands to meet the needs of present and future generations. The U.S. Forest Service is the agency responsible for overseeing the use of Smokey Bear in cooperation with the National Association of State Foresters and The Advertising Council.
Ad Council:
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of public service campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit Adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
Burrell:
Burrell Communications Group (www.burrell.com) is one of the nation's leading multicultural marketing communications agencies. Burrell is best known for building powerful brands and offers a full range of services including: advertising production, digital, account planning, research, media, public relations and engagement marketing. Led by Co-CEO’s McGhee Williams Osse and Fay Ferguson, the agency is headquartered in Chicago and also has an office in Los Angeles. Both locations serve a blue-chip client roster including Procter & Gamble, McDonald’s, Toyota, Comcast, General Mills and Hilton Worldwide. In 1999, the agency formed a strategic alliance with Paris-based Publicis SA, the world’s third largest agency network.
Press Contacts:
U.S. Forest Service
Press Office
202-205-1134
The Ad Council
Meg Rushton
212-984-1996
[email protected]