This VR Campaign With Michelle Obama Aims to Inspire Kids by Showing Them National Parks

Sub Rosa teams up with the White House

Headshot of Katie Richards

If every kid in the country had a chance to experience some of the most amazing national parks and learn about their history, they might be more inclined to protect and preserve them in the future. 

Sub Rosa, a strategy and design-focused agency, teamed up with virtual-reality experts Jaunt in a larger effort with Civic Nation and the White House to create an experience that actually lets kids see via VR what some of the parks are like. 

As part of President Obama's Every Kid in a Park initiative, which gives fourth graders, their teachers and families free access to over 2,000 public parks for a year, Sub Rosa and Jaunt teamed up to create a series of VR videos. The campaign was also created in partnership with The North Face and Civic Nation.

"Every Kid in a Park was initially born out of the desire to really look at the national parks in a different way in its centennial year, and think about how we might spur more youth engagement," said Sub Rosa CEO Michael Ventura. "There's a lot of science that says the more younger kids are able to engage in the outdoors and in nature, the more likely they are to grow up to be more civically minded people."

One of the videos features first lady Michelle Obama, and another features Modern Family star Nolan Gould. While the program was initially designed for fourth-graders, the addition of VR videos opens up the experience to kids of all ages.

The VR campaign is part of the larger Creative Alliance, which was formed under Civic Nation and comprises some of the top agencies and tech companies across the country. The goal of the alliance is to help address some of the nation's most pressing issues. 

@ktjrichards Katie Richards is a staff writer for Adweek.
Publish date: December 16, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT