A 2013 British survey found that half of the adults polled had played outside at least seven times a week when growing up, while only 23 percent of their kids do that now. With less people enjoying nature in the digital age, I wanted to make the comparison between the digital age and the natural and historical world that surrounds us. The campaign works across different genres appealing to families, the old and young, hopefully attracting the next generation of National Trust members. The memorable statements and images create an impact and awareness to why people aren’t getting outside.
