The USDA Forest Service and the Ad Council have joined forces with Paramount’s Dora and the Lost City of Gold to encourage families to experience nature, find their own adventures, and create valuable memories together by visiting their local forest or park. The new PSAs (public service advertisements) are an extension of the U.S. Forest Service and Ad Council’s Discover the Forest and Spanish-language Descubre el Bosque campaigns, which emphasize the role of nature in fostering curiosity and encouraging moments of natural discovery for tweens and their families.
The new PSAs highlight the adventures that one can find in a forest and direct audiences to DiscoverTheForest.org and DescubreElBosque.org to find a nearby forest or park. The PSAs will feature characters from the film, a live-action adaptation of the iconic animated series Dora the Explorer, including Dora, her friends, and her family, and will be amplified across campaign and partner platforms at launch.
“The new PSAs capture the thrilling sense of adventure that we can find when we spend time in nature,” said Lisa Sherman, President and CEO of the Ad Council. “There’s no better time than the summer to explore a nearby forest or park, and we’re excited to partner with Paramount to spread the word about the many benefits that come with spending time outside.”
Over time, the general population has shifted away from rural settings to metropolitan areas. Now, over 80% of Americans live in cities. Fortunately, families often don’t have to leave the city to take their kids on an adventure to the forest. Through the exploration of nearby forests and parks, children and their families can feel connected to nature, ultimately creating a legacy of stewardship and lifelong interest in spending time outdoors.
“The Forest Service not only manages millions of acres of National Forest Lands for the American public, but we also take great pride in partnering with the municipalities on urban forest projects to encourage people to get outdoors,” said Chief Vicki Christiansen. “Studies have shown when children experience a forest-like setting in an urban environment they are that much more interested in visiting national forests and grasslands.”
Having spent most of her life exploring the jungle with her parents, nothing could prepare Dora (Isabela Moner) for her most dangerous adventure ever – High School. Always the explorer, Dora quickly finds herself leading Boots (her best friend, a monkey), Diego (Jeff Wahlberg), a mysterious jungle inhabitant (Eugenio Derbez), and a rag tag group of teens on a live-action adventure to save her parents (Eva Longoria, Michael Peña) and solve the impossible mystery behind a lost city of gold.
“Dora and the Lost City of Gold takes us directly into the wilderness and transforms you from seat, to the outdoors,” said Michelle Hagen, EVP of Worldwide Partnerships at Paramount Pictures. “As part of Ad Council’s Discover the Forest initiative, Dora will help spark imagination, lead curiosity, and inspire all to get out and explore!”
Previous Ad Council partnerships with Paramount include a 2019 partnership with Wonder Park on behalf of the Ad Council’s She Can STEM campaign. Additional partnerships include characters and footage from Teenage Mutant Ninja Turtles: Out of the Shadows on behalf of the Ad Council’s Bullying Prevention campaign and Selma on behalf of UNCF’s Better Futures campaign.
The PSAs will run in donated time and space, per the Ad Council’s model. They are available in English and Spanish, in TV, digital and outdoor formats nationwide.