Agency for Nature Launches 5 Campaigns to Bring Nature into the Heart of Youth Culture

Agency for Nature - a pop-up creative agency dedicated to all life on Earth, created by Purpose Disruptors - has launched five new campaigns in its second season, with a pan-industry collaboration among the advertising industry – which brings nature into the heart of youth culture, and seeks to counter nature disconnection which plagues adolescents and gen z.

Each campaign has been produced by the UK's rising talent from five top creative agencies including AMV BBDO, VCCP, Iris, House 337 and Droga5. The five campaigns include:

• A vibrant celebration of the shared extravagance of drag and nature
• An exploration of nature’s links to the gothic underworld through a bespoke zine and radio show
• A grassroots football initiative connecting players to nature beyond the pitch
• A bold rebrand of nature for streetwear fans
• A ground breaking film revealing the world’s first AI talking tree

Building on the success of Season 1, which reached 10 million young people, defined as 18 - 35 through campaigns spanning sex, psychedelia, gaming, coffee culture and fashion, Agency for Nature has become synonymous with “game-changing climate communications.” Season 1 also resulted in 8,000 nature-related actions, proving the transformative power of creative storytelling.

Why Now?

Research shows Britain ranks bottom for nature connectedness in Europe and UK Citizens measure lowest for their feeling of ‘oneness with the natural world’. A 2024 study by Anglia Ruskin University found the UK placed 59th out of 65 countries for nature connection, with young people especially disconnected, known as the ‘Teenage Dip’. Only 42% of people aged 18-34 feel connected to nature, the lowest of all demographics polled. This gap is particularly stark in urban areas, where 83% of the UK population resides. Yet turning the tide is vital as robust evidence shows that people who feel more connected to the natural world have more positive attitudes towards the environment, climate and nature protection. They also exhibit better well-being and mental health.

The Agency for Nature was formed to revitalise our broken relationship and remedy the root cause of our environmental crises. A pair of young creatives were seconded to the pop-up agency. Teams were tasked with creating bespoke campaigns targeting youth (18-35) in cities, tapping into subcultures and social trends to make nature feel more relatable, as part of a provocative brief where ‘Nature’ is the client. 

The campaigns include:

• ‘Earthworm Projects’, Charles Olafare and Josie Finlay (AMV BBDO): A campaign, rebranding nature for a streetwear-obsessed audience. Highlighting their similarities: beauty, quirkiness, design, and increasing scarcity. The creative offers fans a preview of the latest ‘drops’ from nature’s coveted spring 25’ collection appearing across outdoor and social media.

• ‘Nature’s A Drag’, Mikey Arthey and Poppy Cumming-Spain (House 337):  This campaign shows drag and nature for what they truly are: an intertwined extravaganza eleganza. The work brings three kings and queens (Bi-Curious George, Marmalade and Miss Terri Boxx) together with storms, butterflies and birds to show how much the world of drag and nature have in common. Cross-pollination realness. 

• ‘Fresh Hell’: Outsiders Outside’ Nicole Vanner and Andrew Hadley (IRIS): The campaign reveals the dark, moody, and mysterious aspects of nature rooted in the gothic underworld, featuring a bespoke zine and a curated radio show hosted live from Walthamstow Wetlands, presented by goth musician and radio DJ Freya Beer. The radio show and Zine, feature guest appearances from wildlife ranger and nature influencer Lira Valencia, and renowned naturalist and former punk, Chris Packham.

• ‘Extra Time with Nature’, Jake Wiseman and James Ginn (VCCP): A grassroots campaign helping amateur football players notice nature beyond the lines of the pitch, featuring local footballers from Field Lane Football Club, Derby. Complete with an activation helping amateur football club make their very own matchday pie made out of locally foraged ingredients from around their pitch.

• ‘treeConnecting…’, Ellie Keyes and Chip McCoy (Droga5): Feel like you’ve lost touch with nature? This campaign creates a new way of reconnecting with nature through the unlikely act of conversation. Utilising cutting-edge AI tech, ‘The Talking Tree’ translates a tree’s impulses into human-speak. The campaign features a film showing young people in a live back and forth with the Talking Tree and the surprising insights gained, launching 14th of February in cinema.

Lisa Merrick Lawless, co-founder of Purpose Disruptors says, “Our climate and nature crisis urgently needs creativity. We have to reach outside of the bubble and engage new audiences, in particular young adults in urban environments. We need to help them reconnect to nature by bringing it to them, where they are in novel and innovative ways through culture, like they experience music and fashion. Agency for Nature’s sole mission is to help a new generation feel like nature is for them – a core part of their identity.”

Miles Richardson, professor of nature connectedness at Derby University says, “Although many think of the UK as a nation of nature lovers, the reality is that we live on one of the most nature-depleted countries on Earth and are particularly disconnected from nature. This matters, as that connection with nature is a causal issue of the environmental crises we face and therefore an essential part of the solution.” 

Charles Olafare and Josie Finlay, creatives, AMV BBDO say, "Our audience has a complicated relationship with nature. They covet outdoor brands like Arcteryx and Patagonia – but they're more likely to be wearing their North Face x Gucci in the streets than in the fields or forests. We want to connect them with nature by highlighting its similarities with streetwear: beauty, quirkiness, design, and increasing scarcity."

Poppy Cumming-Spain and Mikey Arthey, creatives, House 337 say, “We all know nature’s good for us. But, if we’re honest, some of us think it’s a bit… … boring... Wrong! Nature is WILD. It’s playful and performative. Extravagant and expressive. A diverse diva who LIVES for dramaaaaaaaa. So it was only natural that we got Mother Nature to ‘collaborate’ with the world of drag. Our work shows drag lovers that what they love about drag, they can find in nature. We also hope it helps legitimise drag artistry as a natural part of our world.” 

Andrew Hadley and Nicole Vanner, from Iris say, “Nature is the new rebellion. Goth has always thrived on embracing the darkness, but it's time to show that the outside world - dark, mysterious, and full of life - is part of that rebellion. Fresh Hell is about redefining the relationship between goth culture and nature, showcasing how it can be just as dark, beautiful, and alive.”

Jake Wiseman and James Ginn, from VCCP say, “Amateur footballers spend time in nature every weekend, yet their connection with it rarely goes beyond the 90 minutes they spend on a grass pitch. Extra Time with Nature aims to change that, encouraging them to appreciate the things around the pitches in the parks they play in a little bit more.”

Ellie Keyes and Chip McCoy, from Droga5 say:, “We used to be so connected with nature as a society. It inspired our songs, names, shaped our stories and defined our traditions. We wanted to show that tech doesn’t need to be the enemy of nature but can be a pathway to help us reconnect with the world around us in new and exciting ways.” 

An ecosystem of nature partners have supported the campaign through locations and expert guidance, including the London Wildlife Trusts, the National Trust, RHS Garden Wiseley and Natural England – the government's adviser for the natural environment in England.

Visionary creative talent helped bring these projects to life: rising photography star Blacksocks Studio, known for his bold and playful style, captured Earthworm Projects; renowned fine-art photographer Julia Fullerton-Batten, celebrated for her cinematic storytelling, shot Nature’s a Drag; and award-winning photographer Catherine Hyland, acclaimed for her work exploring people’s connections to the land, photographed Extra Time with Nature.

Production and media partners have rallied to support Agency for Nature Season 2. The JCDecaux Community Channel has partnered with Agency for Nature, providing access to billboards across the UK. Locate Productions, specialists in low-carbon shoots, have produced each campaign. Each ground breaking campaign can be explored here.