Great Outdoors Colorado is an organization that builds and protects Colorado's parks, trails, and open spaces. They became aware of a disturbing trend; kids are spending dramatically less time outside.

Time spent outdoors is linked to increased creativity, decreased stress and decreased ADHD symptoms. And kids who don't spend time outside are less likely to care about preserving our outdoor spaces later in life.

What’s the best way to reach kids? Start with moms.

Our idea was to create Generation Wild, a brand that inspires all kids and their families to explore the world around them.

To launch the brand, we created 100 Things to Do Before You're 12, a bucket list of things to do outside.

We launched the integrated campaign with a digital effort, bus shelters, billboards and TV. We also created and managed social media accounts filled with fun gifs and ideas for things to do outside.

More than 50 partners have joined the cause, including REI, The Girl Scouts, Cabela’s, the U.S. Forest Service, The Nature Conservancy and Colorado state libraries.

CW: Ricky Lambert
AD: Jeff Euteneuer, Greg Jesse