The Agency for Nature initiative from the Purpose Disruptors has returned for a second iteration, this time with the goal of helping young people fall in love with nature. 

Agency for Nature is a pop-up creative agency dedicated to all life on Earth, created by Purpose Disruptors. The initiative sees cross-industry collaboration to launch campaigns for the most important client on Earth: Nature. Young creatives from top UK agencies are encouraged to channel their talents not towards selling but toward elevating important messages around nature and sustainability. 

In this latest iteration of Agency for Nature, top creatives from UK ad agencies AMV BBDO, VCCP, Iris, House 337 and Droga5, have made five new campaigns that bring nature into the heart of youth culture.

The campaigns include:

• ‘Earthworm Projects’, Charles Olafare and Josie Finlay (AMV BBDO): A campaign rebranding nature for a streetwear-obsessed audience. Highlighting their similarities: beauty, quirkiness, design, and increasing scarcity. The creative offers fans a preview of the latest ‘drops’ from nature’s coveted spring 25’ collection, appearing across outdoor and social media.
• ‘Nature’s A Drag’, Mikey Arthey and Poppy Cumming-Spain (House 337):  This campaign combines drag and nature in an ‘intertwined extravaganza eleganza’. The work brings three kings and queens (Bi-Curious George, Marmalade and Miss Terri Boxx) together with storms, butterflies and birds to show how much the world of drag and nature have in common. 
• ‘Fresh Hell: Outsiders Outside’ Nicole Vanner and Andrew Hadley (Iris): Exploring the dark, moody, and mysterious aspects of nature rooted in the gothic underworld, featuring a bespoke zine and a carefully curated radio show presented by goth musician and radio DJ Freya Beer, with guest appearances from Outside with Lira and Chris Packham. 
• ‘Extra Time with Nature’, Jake Wiseman and James Ginn (VCCP): A grassroots campaign helping amateur football players notice nature beyond the lines of the pitch, featuring local footballers from Field Lane Football Club, Derby. Complete with an activation helping amatuer football club make their very own matchday pie made out of locally foraged ingredients from around their pitch.
• ‘treeConnecting…’, Ellie Keyes and Chip McCoy (Droga5): This campaign creates a new way of reconnecting with nature through the unlikely act of conversation. Utilising cutting-edge AI tech, ‘The Talking Tree’ translates a tree’s impulses into human-speak. The campaign features a film showing young people in a live back and forth with the Talking Tree and the surprising insights gained, launching 14th of February in cinemas.

The campaigns have been carefully crafted by the creatives to bring nature to the heart of youth culture. Drawing inspiration from culture, fandoms, technology and a range of different medias, the campaigns are tailored toward a Gen Z audience, at a time when many young people feel disconnected from nature.

Research shows Britain ranks bottom for nature connectedness in Europe, with UK Citizens measuring lowest for their feeling of ‘oneness with the natural world’. A 2024 study by Anglia Ruskin University found the UK placed 59th out of 65 countries for nature connection, with young people especially disconnected, known as the ‘Teenage Dip’.

“Although many think of the UK as a nation of nature lovers, the reality is that we live on one of the most nature-depleted countries on Earth and are particularly disconnected from nature. This matters, as that connection with nature is a causal issue of the environmental crises we face and therefore an essential part of the solution”, says Miles Richardson, Professor of Nature Connectedness at Derby University.

Season one of Agency for Nature reached 10 million young people (18 - 35) through campaigns spanning sex, psychedelia, gaming, coffee culture and fashion. It resulted in 8000 nature-related actions. Season two aims to deepen this impact, continue to fix society's broken relationship with nature and inspire young people to take action.

All the campaigns can be explored at agencyfornature.com.