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Targeting “tweens,” the U.S. Forest Service and Ad Council launch national campaign

Targeting “tweens,” the U.S. Forest Service and Ad Council launch national campaign
U.S. Forest Service and Ad Council Launch National Campaign to Re-connect Children with Nature
PSA Campaign Debut Coincides with National Get Outdoors Day

New York, (June 10, 2009) /PRNewswire/ — Children in the U.S. spend fifty percent less time outdoors than they did twenty years ago, according to the Institute for Social Research at the University of Michigan.

In an effort to encourage children and their parents to re-connect with nature, the U.S. Forest Service is joining the Ad Council today to launch a national multimedia public service advertising (PSA) campaign. U.S. Forest Service Chief Gail Kimbell will unveil the campaign on June 13 at Denver City Park to coincide with National Get Outdoors Day. The PSAs will be distributed to media outlets nationwide this week.

The campaign primarily aims to reach "tweens" (children aged 8-12) and their parents. The goal is to encourage children to get outside and experience nature first-hand, instilling a life-long love for nature by fostering a connection with urban and national forests.

Children spend less time outdoors due to safety concerns, an increase in the number of working parents and the development of new technologies that capture free time indoors. As a result of this limited interaction with the outdoors, many children are unaware of the benefits that nature provides, including improving their physical and mental health and emotional well-being. Research shows that children who play outside have lower stress levels and more active imaginations, become fitter and leaner, develop stronger…
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