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National Trust 50 Things 3

National Trust Reveals Grandparents Are The Most Wild Generation Of All

July 31, 2017 / National Trust

To mark the start of the summer holidays, we worked with the National Trust to help encourage more families to get outdoors and unleash their little Wild Ones into nature.

Research commissioned by the conservation charity found grandparents to be the key ingredient to helping today’s generation develop a connection with nature – with three quarters saying they were far more adventurous and daring in their youth compared to both their children and grandchildren.

With children today spending on average 57% less time exploring outdoors than their parents and grandparents did, we wanted to celebrate the joyful experiences the natural world has to offer by creating  a wildlife documentary-style film – with grandparents leading the way!

The launch of the video signals the start of the National Trust’s ‘50 Things To Do Before You’re 11 ¾ initiative’, which aims to encourage families to get outdoors and enjoy spending time together.

Our research story appeared in print and online across nine nationals including Daily Telegraph, Daily Mirror, the i and Daily Express.