The World's First ‘Agency for Nature’ Launches
The world's first 'Agency for Nature' has formed, to help UK youth culture fall back in love with nature, as part of an initiative from purpose-driven nonprofits, Glimpse and Purpose Disruptors.
Five top UK creative agencies: Wieden + Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER - have seconded ten rising creatives to a ‘pop-up’ Agency for Nature. They have been tasked with ‘creating hype for a nature-connected lifestyle,’ as part of a provocative brief where ‘Nature’ is the client.
The Agency For Nature has been created to focus the advertising industry’s unique talent on counteracting the growing disconnect between humans and the natural world. This disconnect has been proven to be a root cause of climate change, biodiversity loss, and a decline in young people’s mental health.
Britain ranks bottom for nature connectedness in Europe, and UK Citizens measured lowest for their feeling of ‘oneness with the natural world’. This disconnect is driven in part by fast paced, high-consumption, materialistic lifestyles and is leading to spiralling eco-anxiety among young people: one in three people in the UK are scared, sad or anxious about the climate crisis in part due to their lack of access and time spent in green spaces.
The findings from Purpose Disruptors’ deep qualitative Good Life 2030 UK Citizen Visions report supports wider research, and consistently shows that what people in the UK really want, is a life of greater connection - to nature, as well as to themselves and to others.
The Agency for Nature creatives will help the next generation fall back in love with the natural world, through a groundbreaking advertising campaign and exhibition launching in 2024.
‘Nature’ - the client, has also challenged 500 design and advertising students to create work to help rekindle a connection to nature.
‘Botanachist’, campaigner, author and guerrilla gardening activist, Ellen Miles will act as a mentor to the agency, using her experience to inspire and guide the creative process.
This initiative builds upon a series of interventions by Glimpse and Purpose Disruptors aimed at facilitating the advertising industry's transition towards a more sustainable and climate-conscious future.
Lisa Merrick Lawless, co-founder of Purpose Disruptors says:
“This is the brief of a lifetime, I honestly can’t think of anything more important for the incredible creative talent in the advertising industry to be focused on right now. We have been part of the problem but we can also be part of the solution. It shows real leadership for these five agencies to provide creative talent for our pop-up Agency for Nature. At Purpose Disruptors we believe that big award-winning agencies need to be part of the transition so we are excited about this collaboration.”
James Turner, founder of Glimpse says:
“Young creatives overwhelmingly want work that matches their values, especially on climate change. So we’ve created this agency to help them flex their talent on one of the most pressing challenges of all - rebuilding our broken relationship with nature. Imagine if millions more people were inspired by great advertising to feel deeply connected to nature. Imagine the benefits for the NHS, local communities, climate targets and the wider culture if we can make this happen. That’s the promise we’re aiming for.”
Ellen Miles, activist and author of ‘Nature is a Human Right’ says:
“Time in nature is as vital to our wellbeing as regular exercise and a healthy diet. But millions are being deprived of access to green spaces, and countless people today don’t feel like nature is for them. We are nature. When people connect with that feeling, they’re changed. I’ve seen it, and I’ve experienced it. We need to come together to break down systemic barriers to accessing and enjoying natural spaces, and help everyone feel at home in the outdoors. This is not only essential for building our own welfare and resilience, but to secure it for other life on Earth. I’m supporting this exciting project because achieving this goal will require compelling storytelling, creative flair and fresh ideas. I’m excited to see how the Agency For Nature will develop ideas to engage a new generation, especially those who have been long shut out of these conversations.”
Jas Nandoo & Georgette Fisher from Leo Burnett say:
“We’re so excited to work with the Agency for nature. The industry is so fast paced, and the environment can sometimes be put in the bottom drawer (and it shouldn’t be). We all have a duty to push ideas and our clients further. We can’t wait to make the planet a priority again - and to tell our mums that “creative” is a real job and that basically, we can save the world.”
Sam Collins & Ivan Stanojevic from The&Partnership say:
“We’re thrilled to be a part of the Agency for Nature. The Planet is a global account and has always been a dream client of ours. Working in an industry that’s often misguidedly in the thrall of social purpose, it’s refreshing to dedicate our energy to briefs with purpose at their core. And since more pixels mean more carbon, we’re hoping we won’t – for the planet’s sake – be asked to make the logo bigger.”
Hannah & Aleks from Wieden + Kennedy say:
“Jumping into this project feels special for us. We value using our creativity to make a genuine impact, especially for the younger generation (and our own). It's about combining minds to nudge the world in a better direction.”
Jennie Mossman, sustainability lead at Amplify, says:
"There is so often a tunnel vision focus solely on carbon emissions that the importance of protecting nature and power of connecting with it is overlooked. There is no denying human activity is the primary cause of the climate and biodiversity crises we are facing, however that also means humans have a huge opportunity to do something about it. This really is a dream brief for the incredible creative teams to tackle and will hopefully provide inspiration for the wider industry to take into our work, helping us to take more collective action and responsibility for a thriving future.”
Lisa Aoyama and Catarina Neves from Amplify, say:
“As storytellers, we believe we have the power to shape the narrative to compel action, and it is a true honour to be able to use our creativity in service of nature – how might we drive connection, instead of consumption? The time is ripe for us to illustrate an ecological way of life and help revive that sense of meaningful connection to the world around us.”
Susie Cornelius and Mark Betteridge from OLIVER say:
"We're so excited to reunite for such an important cause – to help people to reconnect with nature for a brighter future that's still within our reach."
Keep up to date with this groundbreaking project at agencyfornature.com.
The World's First ‘Agency for Nature’ Launches
Five UK agencies – Wieden + Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER – have seconded 10 rising creatives to focus the advertising industry’s unique talent on counteracting the growing disconnect between humans and the natural world
The world's first 'Agency for Nature' has formed, to help UK youth culture fall back in love with nature, as part of an initiative from purpose-driven nonprofits, Glimpse and Purpose Disruptors.
Five top UK creative agencies: Wieden + Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER - have seconded ten rising creatives to a ‘pop-up’ Agency for Nature. They have been tasked with ‘creating hype for a nature-connected lifestyle,’ as part of a provocative brief where ‘Nature’ is the client.
The Agency For Nature has been created to focus the advertising industry’s unique talent on counteracting the growing disconnect between humans and the natural world. This disconnect has been proven to be a root cause of climate change, biodiversity loss, and a decline in young people’s mental health.
Britain ranks bottom for nature connectedness in Europe, and UK Citizens measured lowest for their feeling of ‘oneness with the natural world’. This disconnect is driven in part by fast paced, high-consumption, materialistic lifestyles and is leading to spiralling eco-anxiety among young people: one in three people in the UK are scared, sad or anxious about the climate crisis in part due to their lack of access and time spent in green spaces.
The findings from Purpose Disruptors’ deep qualitative Good Life 2030 UK Citizen Visions report supports wider research, and consistently shows that what people in the UK really want, is a life of greater connection - to nature, as well as to themselves and to others.
The Agency for Nature creatives will help the next generation fall back in love with the natural world, through a groundbreaking advertising campaign and exhibition launching in 2024.
‘Nature’ - the client, has also challenged 500 design and advertising students to create work to help rekindle a connection to nature.
‘Botanachist’, campaigner, author and guerilla gardening activist, Ellen Miles will act as a mentor to the agency, using her experience to inspire and guide the creative process.
This initiative builds upon a series of interventions by Glimpse and Purpose Disruptors aimed at facilitating the advertising industry's transition towards a more sustainable and climate-conscious future.
Lisa Merrick Lawless, co-founder of Purpose Disruptors says:
“This is the brief of a lifetime, I honestly can’t think of anything more important for the incredible creative talent in the advertising industry to be focused on right now. We have been part of the problem but we can also be part of the solution. It shows real leadership for these five agencies to provide creative talent for our pop-up Agency for Nature. At Purpose Disruptors we believe that big award-winning agencies need to be part of the transition so we are excited about this collaboration.”
James Turner, founder of Glimpse says:
“Young creatives overwhelmingly want work that matches their values, especially on climate change. So we’ve created this agency to help them flex their talent on one of the most pressing challenges of all - rebuilding our broken relationship with nature. Imagine if millions more people were inspired by great advertising to feel deeply connected to nature. Imagine the benefits for the NHS, local communities, climate targets and the wider culture if we can make this happen. That’s the promise we’re aiming for.”
Ellen Miles, activist and author of ‘Nature is a Human Right’ says:
“Time in nature is as vital to our wellbeing as regular exercise and a healthy diet. But millions are being deprived of access to green spaces, and countless people today don’t feel like nature is for them. We are nature. When people connect with that feeling, they’re changed. I’ve seen it, and I’ve experienced it. We need to come together to break down systemic barriers to accessing and enjoying natural spaces, and help everyone feel at home in the outdoors. This is not only essential for building our own welfare and resilience, but to secure it for other life on Earth. I’m supporting this exciting project because achieving this goal will require compelling storytelling, creative flair and fresh ideas. I’m excited to see how the Agency For Nature will develop ideas to engage a new generation, especially those who have been long shut out of these conversations.”
Jas Nandoo & Georgette Fisher from Leo Burnett say:
“We’re so excited to work with the Agency for nature. The industry is so fast paced, and the environment can sometimes be put in the bottom drawer (and it shouldn’t be). We all have a duty to push ideas and our clients further. We can’t wait to make the planet a priority again - and to tell our mums that “creative” is a real job and that basically, we can save the world.”
Sam Collins & Ivan Stanojevic from The&Partnership say:
“We’re thrilled to be a part of the Agency for Nature. The Planet is a global account and has always been a dream client of ours. Working in an industry that’s often misguidedly in the thrall of social purpose, it’s refreshing to dedicate our energy to briefs with purpose at their core. And since more pixels mean more carbon, we’re hoping we won’t – for the planet’s sake – be asked to make the logo bigger.”
Hannah & Aleks from Wieden + Kennedy say:
“Jumping into this project feels special for us. We value using our creativity to make a genuine impact, especially for the younger generation (and our own). It's about combining minds to nudge the world in a better direction.”
Jennie Mossman, sustainability lead at Amplify, says:
"There is so often a tunnel vision focus solely on carbon emissions that the importance of protecting nature and power of connecting with it is overlooked. There is no denying human activity is the primary cause of the climate and biodiversity crises we are facing, however that also means humans have a huge opportunity to do something about it. This really is a dream brief for the incredible creative teams to tackle and will hopefully provide inspiration for the wider industry to take into our work, helping us to take more collective action and responsibility for a thriving future.”
Lisa Aoyama and Catarina Neves from Amplify, say:
“As storytellers, we believe we have the power to shape the narrative to compel action, and it is a true honour to be able to use our creativity in service of nature – how might we drive connection, instead of consumption? The time is ripe for us to illustrate an ecological way of life and help revive that sense of meaningful connection to the world around us.”
Susie Cornelius and Mark Betteridge from OLIVER say:
"We're so excited to reunite for such an important cause – to help people to reconnect with nature for a brighter future that's still within our reach."
Keep up to date with this groundbreaking project at agencyfornature.com.
