47% of parents of tweens reported that they had recently searched online for a nearby forest or park, up from 35% in 2011! Kids enjoy the time they spend outside. In fact, 88 percent of kids say they like being in nature and 79 percent wish they could spend more time there. And that’s good news. When kids spend time outdoors, they get the chance to explore, use their imaginations, discover wildlife, and engage in unstructured and adventurous play. Additionally, studies show they have lower stress levels, become fitter and leaner, develop stronger immune systems and are more likely to become environmentally conscious in the future. Unfortunately, population shifts to urban and suburban environments, an increase in scheduled activities, and a lack of awareness of—or access to—nature keep kids and families from enjoying these benefits. That’s why the Ad Council worked with the U.S. Forest Service and Burrell Communications on to launch the Discover the Forest campaign, which raises awareness about the benefits of exploring the outdoors, and encourages families to experience nature first-hand. Some PSAs feature “wild” forest animals encouraging families to unplug and re-connect with nature. Others target parents and caregivers of tweens, showing how direct experiences of nature are an essential part of a child’s upbringing. Viewers are directed to DiscoverTheForest.org,where they can search for nearby areas to explore and pick up quick tips on enjoying their time outdoors. The campaign also has Facebook, Instagram, and Twitter accounts where followers share and explore the beauty of the forest and the health benefits associated with spending time outside. “Today’s parents are constantly looking for ways to reconnect with their kids,” says Lewis Williams, Burrell Chief Creative Officer. “The forest is the perfect place to unplug and spend quality time experiencing something new and different together.” Go to www.DiscoverTheForest.org, A message from the USDA Forest Service and the Ad Council. :)