Photo: Ad Council and the U.S. Forest Service
In an effort to motivate Hispanic families to get outside more often and reconnect with nature, the Ad Council and the U.S. Forest Service have launched the Descubre el Bosque public service advertising campaign, an extension of their popular English-language Discover the Forest campaign started in 2009.
The aim of this campaign is to increase Hispanic visits to the Nation’s forests and grasslands, as well as to help them develop a love of nature and an understanding of their role in protecting it.
Latinos make up 23 percent of the under-18 population in the United States yet only 5.8 percent of youth who participate in outdoor recreation are Hispanic, according to The Outdoor Foundation report. This is of startling concern because time in nature brings many physical, emotional and mental benefits to children.
The Spanish-language public service ads, produced pro bono by Totality, target parents and guardians of tweens (children ages 8-12) and feature TV, radio and outdoor material that showcase how nature can provide the ultimate escape from the stress of our daily lives. Following three Latino families, each of whom works hard to balance schoolwork, jobs, family time and more, the ads reinforce that these forested destinations are ideal sites for family enjoyment and are often much closer than people perceive.
The Ad Council has partnered with the U.S. Forest Service since 2009 on the Discover the Forest campaign encouraging families to unplug and reconnect by getting outdoors and enjoying the wonders of nature.
This is the first year the campaign has produced Spanish-language PSA materials.