DesTination BC

Campaign: The Nature Rating
Role: Executive Creative Director

Research shows that since the 1950s, nature has been slowly disappearing from popular culture. From the lyrics in songs, to the plots of movies, to the words in books, references to nature have declined by a staggering two-thirds across the media we engage with. It’a concerning because studies suggest the less nature we see in our media, the less nature we seek out in real life. That’s not just a tourism problem for Destination BC, but a problem for nature itself, and our well-being.  So, we created The Nature Rating, a new tool made to help us inject more nature into our media diets and inspire us to enjoy the outdoors. It deciphers the plots and themes of any piece of media, generating a rating out of 10. The more nature appears in the content of a book, show, song or film, the higher it scores. Each search produces an in-depth analysis explaining the reason behind the rating, even showing users how their nature consumption compares to others. Launched through a digital experience, a global PR campaign and Destination BC’s platform, the tool gives people a data-driven way to see how connected they are to nature through the content they consume and provides suggestions for simple, daily behaviours to get back outside.