Sustainability-focused organisation Trash Free Trails (TFT) is asking the outdoor community to #LeaveAPositiveTrace with the people and places they pass through with its latest campaign.
The #LeaveAPositiveTrace activation is a response to ‘nature deficit disorder’ – a term developed to describe the effects of disconnection from nature. Trash Free Trails argues that this ‘disconnection’ may be one of the key drivers of environmentally damaging behaviour as well as mental health issues.
Citing studies by the National Trust in the UK, TFT highlights the issue of disconnection:
- Less than 10% of children regularly play outdoors in green spaces (National Trust, 2012)
- Less than 20% display a sense of connection to nature (National Trust, 2012); and more than 30% of adults are unaware of what the term ‘biodiversity’ means (EEA, 2021)
- Instances of littering on the UK’s parks, beaches, trails and wild places are rising (Birch et al., 2020)
Addressing behaviour such as littering and encouraging reconnection with the environment in early childhood is a core element of Trash Free Trails’ mission. The organisation believes that the side effects of disconnection from nature are that common mental health disorders such as anxiety, depression and mental disorder ADHD have risen by 13% globally in a decade.
“Reconnecting with nature will help the community to realise their impact and responsibility for the great outdoors,” said Dom Ferris, Trash Free Trails’ Managing Director. “We believe that beyond that there is also a gap for more research, which we’re trying to close with our State of Trails report and activations, like ‘purposeful adventures’.”
Aiming to inspire the community to spend more time in nature Trash Free Trails adds that it… ‘will tell stories of adventures great and small on digital platforms, in an effort to inspire and encourage real world interaction.’
The activation will be supported by Buff UK, Go Ape, Sidetracked, Exhale Coffee, Tempest Brewing Co, Ultimate Direction and Bikmo. Strategic partners include: Trek, The North Face x EOCA, Bosch eBike Systems, komoot, Red Bull and Bangor University.
The online ‘Purposeful Adventure Guide’ will encourage individuals to put down their phones, step away from the TV and get outside to see how they might be able to connect with the people and places close (or far away).
Alongside a comprehensive digital campaign, local organisations are invited to become ‘Purposeful Adventure Friendly’, with bike shops, outdoor stores, village halls and more receiving infographic signage and a purposeful adventure ‘loyalty card’. This is all in an effort to promote leaving a positive trace, and connecting communities to trails and wild places.
