What are your kids doing this summer? Are they playing in nature? The Minnesota DNR is encouraging parents to encourage their children to go outside and get dirty in the backyard, the park, or the woods!

In May, the DNR hired CEL to implement a nature play media campaign in conjunction with Arbor Month. The effort stemmed from research conducted by the Children & Nature Network and The Commission on Education and Communication that shows that 88 percent of children reported using a computer almost every day, while only 11 percent of children reported visiting a local park or natural area almost every day. In some cases, the use of electronic media has disconnected children and their parents from nature.

The nature play study and statistics were critical and effective in grabbing the media’s attention, resulting in print and broadcast media coverage that included a spread in the July issue of Lake Minnetonka Magazine. The DNR’s 25 Nature Play Ideas were highlighted in the coverage, giving parents a tangible guide to follow for implementation.

If you’re looking to secure media coverage surrounding your business, look for market and industry research that supports your key messages and enhances your target market’s perception of how your services can meet their needs.