The Serious Business of Playing Outdoors

Playing outside is serious business—especially for the folks of the National Wildlife Federation’s Be Out There™ initiative. With studies showing that a daily dose of outdoors improves children’s physical, mental and emotional well-being, the National Wildlife Federation (NWF) is hoping Be Out There will inspire families across America to open the door and get outside!

There is a an underlying motive for the organization that has built its very foundation on helping protect wildlife—the more children get outside the deeper appreciation they will have for wildlife and nature. Meri-Magaret Deoudes, senior national director, corporate relations for the NWF recently spoke with Good And Green E-ssential’s editor Patti Minglin about the Be Out There initiative and how brands can get involved with the movement.

Patti Minglin: Can you tell us a little about the Be Out There program and why it was developed?  
Meri-Margaret Deoudes: Over the past 12 months, the National Wildlife Federation (NWF) has been developing a new campaign—Be Out There—that is trying to turn the tide on the stagnant trend our children are experiencing before it is too late. These days, the average American child spends 44 hours a week—or more than 6 hours a day—in front of a TV, video or computer screen. The result is far fewer hours spent outdoors exploring and experiencing nature. NWF began addressing this issue more than four years ago with our Connecting People with Nature program. Building upon that foundation, NWF is using its research and educational tools to empower America’s mothers to help get their families back outside again to reconnect with the natural world.

Minglin: Wow, more than 6 hours a day? That’s frightening. How are you getting this message and campaign out to families?
Deoudes: Be Out There unites the many different educational and outreach components that NWF has created over the years that connect people to our nation’s wildlife and wild spaces.  Our goal is to reach 22 million families over the next five years, raising awareness and revenue for NWF through hands-on activities that include national and regional events.

We are planning a multi-layered approach that includes PR outreach, social media, Web site and email promotion, retail activation, thought leadership, policy and collateral materials. In some cases we may be able to include celebrity endorsement--depending on the corporation’s interest and alignment with the cause.  Is there any that have been more successful than others?   Since we are just launching, we don’t have any info on this front, yet!

Minglin: How can corporations or brands get involved with Be Out There--and why should they consider this as an important part of their marketing efforts?

Deoudes: There are many different opportunities for corporations to partner with Be Out There--sponsorship, retail activation, customer engagement and employee volunteer opportunities.  All of the offerings are customizable for the corporate partner and the program provides an opportunity for nationwide impressions from our network of millions of members.

Minglin: Your website has so much information not only for families, but for brands. Tell us what new and exciting things you have planned for the program.
Deoudes: The first event of Be Out There will take place on June 27, 2009, marking the fifth anniversary of NWF’s successful and growing Great American Backyard Campout (www.nwf.org/backyardcampout ).  Part of the build out of the program includes development of special events, including a Scavenger Hunt Hike for 2010.  

Minglin: Can’t wait for the Great American Backyard Campout! Your programs seem to really tap into what families need most right now: cost-effective ways to spend quality time with the family. Congrats on all the great things you have going on and thank you for taking the time to talk with us!