New Stuff and Inspiration
Generation Z, we now dub you Generation Wild.
Kids today spend less time outdoors than any other generation.
In fact, they only spend an average of 4-7 minutes a day outside in unstructured play. While that does mean they’re doing a great job of keeping off our lawns, it’s not so great for their health and happiness. Our friends at Great Outdoors Colorado, an organization that builds parks and trails around the state, were brave enough to take on this tremendous challenge, and they called on us to help. They challenged us to do something that had never been done before: create a campaign that would inspire kids to want to trade their phones and tablets for rocks and stinkbugs.
So we devised a plan to change this generation of kids, to turn them from Generation Z, a generation known for being helplessly addicted to their devices, into Generation Wild, a generation known for loving nature and enjoying the outdoors.
In order to accomplish this, we had to first identify who could help us make this change in kids. We uncovered that moms were our secret weapon in getting kids out the door. Within their families, they are the instigators, schedulers and planners that hold everything together and make things happen. So we conducted ethnographic research with moms from across the state to learn more.
For weeks, we met with moms from all types of cultures and socioeconomic backgrounds in their living rooms and backyards to understand their perspective. And what we found was that moms connected their own memories and experiences to the outdoors and already understood all the benefits that being outside had for their kids. The issue was finding the time and energy, as well as getting over any misperceptions of the outdoors they might have. Their lives were already packed full of responsibilities and commitments. Practices. School events. Countless other activities. What they needed was some inspiration and a little bit of help to make it more attainable.
Our idea was to make life easy on moms and remind them that getting your kids to enjoy nature doesn’t require a trip to the mountains; it’s right outside your door. Plus, to get kids interested, we would show off just how fun the outdoors can be. We launched Generation Wild with an enticing bucket list of things to do outside called 100 Things to Do Before You’re 12. Because while there are millions of amazing things to do outside, there are 100 things that you’ve absolutely gotta try when you’re a kid. It was the perfect way to give kids a taste of how fun the outdoors can be and inspire a lifelong love of nature in them.
To introduce Generation Wild and 100 Things to Do Before You’re 12, we created an integrated statewide campaign.
With the help of artists from Belgium, Israel, Toronto, NYC, and right here in Colorado, we created seven 15-second TV spots. The first spot introduced Generation Wild and the other spots each highlighted a different task from the list.
We also put up billboards and interactive bus shelter installations that helped kids tick things off the list.
And of course, we hit parents where they are most, social media.
As it turned out, GOCO wasn’t the only organization that loved Generation Wild. We recruited more than 50 others to join the cause, including the U.S. Forest Service, The Nature Conservancy, REI, Cabela’s and Colorado State Libraries.
Your move, Minecraft.