WWF Prescribes a Daily Dose of Nature to Britain

The natural world is a powerful ally in protecting our mental health. Just the sight of nature can provide a boost to our wellbeing, from enjoying the great outdoors to catching a glimpse of it on our screens. 

Whether it is a concern for climate change or the stresses of everyday life, the UK is facing a mental health crisis, with one in six people reporting a common mental health problem in any given week across England [1]. 

In response, WWF is harnessing the healing power of nature in their new A Prescription for Nature campaign, starring ITV’s This Morning's Dr Sara Kayat, set to air 4th October on ITV1, prescribing nature to the nation. Because when we restore nature, nature restores us.

Just 20 minutes in nature each day is enough to make a positive impact on our mental wellbeing [2, 3], a statistic that sits at the heart of WWF’s latest creative work led by Uncommon Creative Studio, showcased through a suite of out of home imagery and an impactful film.  

In these outdoor executions, WWF prescribes nature to the UK, combining the recognisable visual world of prescription with beautiful shots of British nature. The long-dwell executions use the iconography of prescription stickers on medicine boxes, reminding people to get their 20-minute dose of nature every day. 

The film featuring ITV This Morning's resident doctor Dr Sara Kayat opens on a familiar one for many: a doctor’s surgery, patient appointment, pen and prescription.

However, this is no ordinary prescription, rather, ‘a daily dose of nature’ - Dr Sara Kayat addresses the audience directly explaining that just 20 minutes a day in nature has the ability to significantly decrease stress levels, ease anxiety, while also boosting our mood.  

As the camera pans out, the surgery is revealed to be a set amongst a labyrinth of trees. The cool-toned clinical space is replaced by the golden hue of afternoon sun streaming through a wooded canopy, over a veil of purple heather and across the glass-like lake. 

The sound of a doctor’s office gives way to nature’s symphony: soft rustling breeze, crisp crunch of leaves underfoot, the hum of insects and distant bird coos.

A far cry from the clamour and chaos of traditional ads, viewers get a brief moment to settle into a scene of nature’s true calm.  

Lisa Lee, executive director of brand, campaigns and communications at WWF, said, "At WWF our job is to restore nature, but through this campaign we want to remind people that nature can help restore us too. Whether looking at a rainbow, listening to birdsong, or jumping in a puddle and getting your trainers muddy, nature can make you feel good - proven to help reduce anxiety and improve mood.

"If we can encourage everyone to connect with nature, we can also drive support for our efforts to protect it and make the changes needed to help bring our world back to life. We love the familiarity of the prescription to explain how a daily dose of nature can be a way to improve our wellbeing.

"We are very grateful to Dr Sara Kayat and our celebrity ambassadors for lending their support to this campaign and hope this work encourages people to think about how nature can support them and why we must protect and restore it."

Matt Curtis, Uncommon design director said, “The juxtaposition of the natural world against the clinical ephemera of pharmaceutical packaging is unusual and uncomfortable. They are not natural allies, so it makes you stop and take notice. Nature is our greatest remedy, the medicine for our soul - which we all need to remember.” 

ITV This Morning’s Dr Sara Kayat said, “The UK is experiencing a mental health crisis, and as a doctor it’s clear to me that we need to help everyone improve their wellbeing. Nature is a powerful ally in protecting our mental health. Being in nature for just 20 minutes a day can help us cope with stress and anxiety.”

“As both a doctor and a lover of nature this cause is close to my heart, and I want to encourage everyone to get their daily dose of nature – whether outdoors or at home – because everyone deserves better mental health.”

“It has been amazing to support WWF on this important campaign spotlighting the vital role which nature plays in supporting our wellbeing. I’m proud to be working with them to invite the nation to get their daily dose of nature.”

In celebration of the campaign’s launch, WWF is additionally reviving its much-loved, multisensory ‘forest den’ in major cities across the UK, including London, Edinburgh, Birmingham, Cardiff and Manchester, inviting the public to step into nature’s therapeutic embrace and catch a momentary break from the rush of city life.

With WWF’s recent research revealing that half of the public would like to spend more time in nature, including almost 60% of people living in urban city centres, the forest den is designed to provide a nature break among the public’s busy everyday routines.

WWF’s A Prescription for Nature will be seen across TV and VOD, in addition to the campaign running across numerous out of home panels throughout the UK until the end of October.