WASHINGTON: The US Forest Service and The Advertising Council launched an awareness campaign June 10 targeting tweens and their parents with a goal to encourage kids to spend more time in nature.

"The Other You” campaign, which is focusing on social media outreach, aims to influence children aged 8 to 12 years old to “develop a life-long conservation ethic,” said Leslie Weldon, external affairs officer for the US Forest Service.

The Ad Council is providing PR support for ...