In February, Purpose Disruptors and Glimpse released the first Agency for Nature campaigns into the wild; an eclectic convergence of billboards, in-game livestreams, social content, physical experiences - and even a book on ecosexuality - dreamt up by creative partners and powered by media companies.

The result exceeded our hopes and dreams. We hosted in-game educational nature walks that got gamers gardening, asked coffee lovers to go on an urban nature adventure, and got commuters longing to reject boss girl culture thinking about moss girl living as a new way of life.

We proved we can meet communities doing things they already like doing. And yes, the science of nature connection can even be sexy…

There are also the things that are hard to measure. The ripples of inspiration that spread into the worlds of ecology and conservation in unpredictable ways. The countless storytellers that have told us they felt inspired by the campaigns: a welcome reminder to lean into bolder, unconventional creativity that peaks the curiosity of those who might not feel the environmental movement is for them.

6 months on - we’ve been incubating the learnings and weaving the tapestry for Season 2…

Crowdsourcing ideas: The Garden of Tomorrow Festival

House of Hackney’s recent Garden of Tomorrow Festival served as a backdrop for us to ask artists, researchers, lawyers and educators fighting for better outcomes for nature to tell us how the next phase could be most useful. What are the biggest needs, pain points and opportunities for nature and conservation storytelling? What would their brief to the Agency for Nature be? 

The session was fertile ground for understanding where creativity and science could unite. Here are just some of our favourite ideas for next year’s brief:

1. Make Nature a ‘Muse’ for Skateboarders & Street Artists

Imagine cityscapes where skateparks and urban art installations are intertwined with green spaces. By integrating nature into urban subcultures, we could make environmental stewardship cool and accessible.

2. Give the Less Celebrated Parts of Nature a Rebrand: "What if Weeds Were Flowers"

Weeds, often overlooked and unloved, could be celebrated for their resilience and beauty. It would challenge us to see all parts of nature through a lens of compassion, promoting biodiversity and love for overlooked flora.

3. The University of Forests

Forest schools offer immersive, nature-based learning environments. What if universities could embrace this model and foster a generation of eco-conscious changemakers? What if school leavers opted for this as their first choice?

4. Help Humans Experience Their More-Than-Humanness

Create experiences that playfully highlight our wildness and cultivate a sense of belonging with the natural world.

5. Make People Feel That Nature Is Their Cosmic Best Friend

Personify nature as the loyal, “I’ve always been here” friend to evoke emotional bonds - entwining our care for nature with a personal, heartfelt bond.

6. A Young Writers Competition to Find New Words/Ways of Expressing the Mysterious Joys of Nature

Asking diverse young writers to explore and articulate their experiences with nature could uncover fresh perspectives and language that resonate with new audiences.

7. Build Appreciation for the ‘Beauty’ of the Broken World - Without a Need to Fix It

Emphasising the imperfect beauty of our world could shift the focus from ‘saving’ to respecting - shifting the power dynamic with nature.

8. Reconnect Strangers Living in Cities Through In-Nature Dinners

Creating shared nature dining experiences in urban cities & towns could bridge social divides and build community through a common love of the natural world.

9. Launch a Channel on TikTok for ‘Hidden Nature’

A dedicated channel for atypical spots to find a nature fix - from Milton Keynes to Bradford - could reach younger audiences where they are, and help nurture a community of nature-loving influencers. A nod to what Outside with Lira is doing brilliantly, aka the Attenborough of Croydon!

10. Nature - Our Favourite Teacher

A campaign encouraging people to recognise nature’s intelligence. It communicates through networks in ways we’re only just beginning to understand - and in the future humanity will co-create and collaborate with it.

What next?

As we travel into the next season, our brief from the wider community is clear: the reasons for connecting with nature, and ways one might connect with nature are expansive and diverse. So our creativity needs to be too.

The new cohort of creatives will need to embrace this challenge. Over the Summer months we will be recruiting and onboarding partners and collaborators to tackle the Agency for Nature’s next brief. Watch this space for more announcements in Autumn.

A future where nature is celebrated, is ours to create.