• by Fern Siegel , Yesterday

Michelle Obama wanted kids to move. Generation Wild wants them to move outside.

Denver agency Sukle helped Generation Wild launch a campaign that connects kids to the outdoors. The program is made up of a statewide push designed to inspire Colorado families and a network of 12 Generation Wild communities engaging 270,000 kids with outdoor programs and activities.

The 60-second YouTube spot features flowers encouraging a child to go out and play. Sukle worked with Jelly, a creative production company. Matte Cooper directed.

Wilderflowers is distributing more than 120,000 free wildflower seed packets across the state. That’s more than 151 million seeds.

The movement was inspired by a University of Michigan study revealing that, on average, today's children spend less than seven minutes a day outside in unstructured play. That’s less time than any generation before them — and it's having negative effects on kids' mental and physical well-being. Generation Wild is working to change that.

According to the American Academy of Pediatrics, children and teens who spend time playing outside sleep better, reduce the risk of obesity and are more engaged in learning.

The campaign directs families to locations where they can pick up free seeds native to Colorado. Plus, more than 663 classrooms have opted to get seeds directly into the hands of Colorado kids.

“We’re thrilled to partner with Generation Wild on this campaign and to debut this film that captures the magic of what happens when children connect with nature,” said Mike Sukle, CCO, Sukle. “Parents know kids need to get outside more, but sometimes it’s hard to find activities. Wilderflowers gives them one that introduces kids to the local ecosystem, supports habitats for local pollinators and enhances their learning and imagination.”

The Wilderflower seed mix was developed in partnership with Applewood Seed Company and vetted in partnership with Colorado Parks and Wildlife and the Butterfly Pavilion.