May 11, 2012

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.

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.

These efforts will be supported through the campaign website, www.descubreelbosque.org, and a corresponding Facebook page, www.facebook.com/descubreelbosque. Both platforms include interactive games, a list of activity ideas and a convenient forest locator, powered by NatureFind and GoogleMaps, which allows users to find the closest forest or park to them.

“We welcome everyone to America’s national forests and grasslands. They are the nation’s backyard,” said U.S. Forest Service Chief Tom Tidwell. “More than 245 million people live within 100 miles from these treasures. Even for those Americans who live further, especially those in urban areas, your Forest Service backyard experiences will become lifetime memories.”

“According to our research, many Hispanics have misconceptions about how close they are to a forest. The fact is that most Americans live in relatively close proximity to some form of forest, park, or grassland, and can easily take a day trip,” says Peggy Conlon, president and CEO of the Ad Council. “We want to get the word out that not only are forests and parks a wonderful place to visit and escape the stress of daily life, but they are much closer to us than we think.”

“We were thrilled to be able to participate in this project with the U.S. Forest Service and the Ad Council because it provided us a great opportunity to not only talk about the beauty of our nation’s forests and parks but also the relationship that Hispanics have with nature,” said Mauricio Galvan, CCO at Totality. “With the work that we created, our objective was to make Hispanics realize just how close their nearest forest is and that an escape out of the daily routine and stress is just a short trip away.”

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