Agency for Nature begins creative campaigns to reconnect youth with nature

UK – A collaboration between climate-driven creative nonprofits Glimpse and Purpose Disruptors, Agency for Nature has unveiled five inventive campaigns to address the emotional disconnect between young people and nature. The projects, created by rising talents from renowned creative agencies such as Weiden+Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER aim to inspire a love for nature among the younger generation.

One campaign is Girls Just Wanna Grow Plants, a high-fashion endeavour by Leo Burnett, presenting nature as a respite from the pressures of a fast-paced lifestyle. Other projects include Nature: The Original Trip, which is a psychedelic billboard campaign; The Slow Brew, an experiential adventure encouraging urban nature exploration; and Seed Saga, where gamers can grow real-world plants from the virtual realm of Guild Wars 2.

Research by the Agency for Nature conducted by YouGov reveals that 77% of individuals aged 18-35 in the UK express a desire to be more connected to nature, emphasising the need for innovative approaches to bridge this emotional gap. In our Subversive Sustainability Ads microtrend report, we forecast how brands are opting out of binary messages of climate doom to embrace rebellious humour.