Generation Z plays outside less than any other generation. GOCO wanted to change that.
Great Outdoors Colorado, an organization that builds and protects Colorado’s parks, trails and open space, wanted to solve a problem. Kids today aren’t playing outside as much as they used to and as a result, they’re missing out on incredible benefits like increased creativity, less stress, and reduced ADHD symptoms. Plus, kids who don’t play outside don’t end up caring about preserving the outdoors later in life. So, GOCO challenged us to inspire these app-addicted youngsters to trade their phones and tablets for rocks and stinkbugs.
Our idea was to create Generation Wild, a brand that would inspire moms to send their kids outside to get grass stains on their jeans, fill their fingernails with dirt, and learn the valuable difference between moose prints, deer prints, and mountain lion prints.
100 things to do before you’re 12.
To get things going, we created a bucket list of things for kids to do outside called 100 Things to Do Before You’re 12. We launched the integrated campaign with a digital effort, bus shelters, billboards, and TV. We also created and managed social media accounts filled with fun gifs and ideas for things to do outside.
GOCO isn’t the only organization that loves Generation Wild.
More than 50 partners have joined the cause, including REI, Cabela’s, the U.S. Forest Service, The Nature Conservancy, and Colorado state libraries.