To celebrate the 50thanniversary of the National Trails System Act, the U.S. Forest Service and the Ad Council are launching a new extensi...
To celebrate the 50thanniversary of the National Trails System Act, the U.S. Forest Service and the Ad Council are launching a new extension of the successful Discover the Forest public service campaign today. The newest iteration of the campaign illustrates how trails are one of the best guides to nature, unlocking moments of discovery and inspiring curiosity. Through beautiful multimedia creative, Discover the Forest continues to deliver on its overarching goal of encouraging children to develop an early love of nature, thereby creating future stewards of the nation’s public lands.
“There is so much to explore and discover once you step outdoors,” said Lisa Sherman, president and CEO of the Ad Council. “A first-hand experience with nature is one of the best ways to explore and inspire. While the technology that drives our daily lives has its own set of benefits, we hope this campaign will remind families of the bonds and memories that can be forged when we put down our phones and discover all that nature has to offer.”
Recent studies show that 79 percent of kids wish they could experience more outdoor adventures, yet only 59 percent of parents report regularly or occasionally visiting a forest or park with their family. Being outdoors is known to enhance creativity, improve attention span and increase problem-solving abilities. Despite these clear benefits, families struggle to find time together outdoors, due to competing demands and the realities of overly scheduled lives. Parents also report not having enough information and know-how to plan for a trip to the forest. Discover the Forest emphasizes how trails can help make a trip to the forest, and the meaningful experiences that come with it, more attainable for all families.
“It’s important for children to experience and connect with their national forests and grasslands. Studies have shown that if a child experiences the wonders of the great outdoors, they are far more likely to revisit a forest as an adult. Moreover, they share the experience with their own children,” said USDA Forest Service Interim Chief Vicki Christiansen. “For this, and many other reasons, the Forest Service is committed to working with partnering organizations like the Ad Council on awareness campaigns as successful as Discover the Forest.”
The PSAs were created pro bono by advertising agency David&Goliath. The new suite of TV, radio, out of home, digital and social assets drive audiences to DiscoverTheForest.org, where they can search for forests and parks near them. The cinematic anthem was directed by award-winning writer, actor and director Matt Ross (Silicon Valley, Captain Fantastic). The PSAs pose the reality that there are still questions in the world that technology cannot answer.
“We live in this world where technology consumes our every thought and doesn’t seem to be slowing down,” said David Angelo, founder and chairman of David&Goliath. “We need to inspire people to break away from the exponential chatter and listen to the thoughts that have been with us long before technology. Because you never know what you’ll discover, in the forest.”
In addition to the work produced in partnership with David&Goliath, media partners including Pinterest and Geocaching are supporting the Discover the Forest effort. Pinterest has created custom, trails-focused content for the Discover the Forest Pinterest channel and is supporting the campaign via donated media on the platform. Geocaching, a global community of adventure seekers searching for cleverly hidden containers around the world, launched a Discover the Forest program. This program will leverage Geocaching’s unique combination of outdoor recreation and location-based technology to encourage exploration of America’s trails.
The United States Forest Service launched the Discover the Forest campaign in partnership with the Ad Council in 2009. In the past year, there have been nearly 170.6K searches for forests or parks on DiscovertheForest.org, and more than 60% of parents surveyed recognize a Discover the Forest ad. The campaign has earned more than $369.7 million in total donated media support since the original launch.
For more information and to stay updated with the Discover the Forest campaign, visit our website at DiscoverTheForest.org and follow us on Facebook, Instagram, Twitter, YouTube, and Pinterest.
U.S. Forest Service
The U.S. Forest Service manages 193 million acres of national forests and grasslands for the American Public. Its mission is to sustain the health, diversity, and productivity of the Nation’s forests and grasslands to meet the needs of present and future generations. The U.S. Forest Service is the agency responsible for overseeing the use of Smokey Bear in cooperation with the National Association of State Foresters and The Advertising Council.
About the Ad Council
The Ad Council brings together the most creative minds in advertising and media to address the most worthy causes. Its innovative, pro bono social good campaigns raise awareness. They inspire action. They save lives. To learn more, visit AdCouncil.org, follow the Ad Council’s communities on Facebook and Twitter, and view the creative on YouTube.
David Angelo, Founder & Chairman
Bobby Pearce, Chief Creative Officer
Marcelo Padoca, Creative Director
Fernando Reis, Creative & Art Director
Kristopher Wong, Senior Art Director
Chris Mead, Associate Creative Director
Paul Albanese, Director of Broadcast Production
Curt O’Brien, Executive Producer
Brandon Kusher, Senior Broadcast Producer
Natalia Celis, Junior Producer
Peter Bassett, Director of Digital Production
Noah Luger, Senior Digital Producer
Meredith Walsh, Director of Print Services
Andrew Lynch, Group Planning Director
Delaney Thompson, Junior Strategist
Natalie Gomez, Senior Social Media Strategist
Robin Osborne, Managing Director
Alexis Niekamp, Assistant Account Executive
Rodney Pizarro, Executive Director of Business and Legal Affairs
Natasha Royzina, Senior Business Affairs Manager
Production Company: Iconoclast
Director: Matt Ross
Managing Director: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Magali Selosse
Director of Photography: Christopher Blauvelt
Music and Sound Design Company: Satellite
Music Producer/Partner/Owner - Kito Siqueira and Roberto Coelho
Client Services/Account - Fernanda Costa
Production Coordinator - Ana Lucia Cordeir
Production Coordinator - Tina Aguiar
Arrangers- Mike Vlcek, Hurso Ambriffi, Daniel Lasbek
Editorial: Arcade Edit
Editor: Nick Rondeau
Asst. Editor: Drew Neuhart & Eirinn Disbrow
Managing Partner: Damian Stevens
EP: Crissy DeSimone
HOP: Kirsten Thon-Webb
Sr. Producer: Alexa Atkin
VFX Supervisor/Lead Compositor: Jake Montgomery
Flame Artist: Mark Holden
Flame Artist: Miles Essmiller
Lead CG Lighter: Brian Burke
CG Artist: Jason Daoud
Producer: Ashley Greyson
Executive Producer: Asher Edwards