The Challenge

Young people in the UK are seriously disconnected from nature. This is harming their mental health, as well as making them less likely to do things that protect their local and global environment. 

There are many reasons for this, including the fact that most young people live in cities without good access to green spaces. 

But there are powerful cultural barriers holding them back too.

For many, nature is something that other people do. It’s not part of their everyday lives, and it doesn’t feel like it’s for them.

All this is no surprise. 

Nature has almost disappeared from pop culture over the past few decades, unlike music, sport or fashion that are visible everywhere.

The Opportunity

The culture is changing. Young people are more aware of mental health than ever before, and they’re looking after their physical health better too. Wellbeing is starting to be seen as success.

There is also a new wave of UK nature communities, brands and leaders doing things differently. 

They offer stories and role models that can reframe what nature means to an urban youth audience.

The Brief

Get: A UK youth subculture of your choice

Who: are passionate about their subculture but see nature as remote or irrelevant

To: start to see their relationship with nature as a key part of who they are

By: bringing nature into their subculture in brilliant and unexpected ways

The Outcome

In partnership with Purpose Disruptors, we launched a bold and distinctive campaign titled Nature’s a Drag. The campaign celebrates the shared extravagance, playfulness, and wild drama of both drag and nature. Featuring three of drag’s most creative performers—Marmalade, a contestant from RuPaul’s Drag Race Season Six, Miss Terri Box, and Bi-Curious George—it reimagines the deep connection between the art of drag and the natural world.

Set across outdoor spaces and social media, the Nature’s a Drag campaign captures nature’s spirit as wild, extravagant, and unapologetically savage—much like drag itself. Through vivid transformations, theatrical visuals, and playful performances, it showcases nature’s vibrant, energising, and exhilarating side, mirroring the self-expression at the heart of the drag community. Designed to deepen the queer community's connection to the natural world, it positions nature as an integral part of their identity.

In the face of increasingly hostile environments for queer communities, political rollbacks on DE&I progress, and the intensifying climate crisis, this campaign offers a joyful antidote. Nature’s a Drag celebrates queer culture while reminding us of the joy, resilience, and empowerment that nature brings to all our lives.