GOCO created Generation Wild to connect an entire generation of Colorado kids to the outdoors. It has two parts: a grant program that invests in organizations offering close-to-home outdoors programs to their communities, and a communications campaign sharing ideas and inspiration for outdoor play.
Colorado is known for its outdoors, but not all residents can take advantage of these opportunities. Transportation and distance from home, equipment costs and park fees, recreation knowledge, and other factors can be significant barriers to participation. In addition, as technology continues to become a bigger part of our lives, parents are seeing their kids spend more time on screens and less time in nature. Generation Wild aims to help.
Since 2015, the program has supported coalitions called ‘Generation Wild communities’ made up of local governments, schools, health-based organizations, youth-serving nonprofits, and others. They provide outdoor experiences for kids and families of all experience levels, including summer camps, after-school programs, overnight trips, and more. They also employ local young people to help them explore and gain experience in outdoor careers.
In 2017, GOCO launched the Generation Wild communications campaign to reach parents statewide with the message ‘Kids grow better outside’. Through creative tactics like the furry spokescreature Wilder, billboards, video advertising, social media, and events, the campaign provides easy and fun ideas for outdoor play year-round that can be accomplished anywhere, from a backyard to a local park. See it for yourself at GenerationWild.com, Facebook, and Instagram.
Nearly 10 years in, Generation Wild has achieved some impressive results:
- 7,649 programs delivered
- 3,313 pathway opportunities engaged 270,068 participants
- Kids involved with the communities reported spending more time outside and a greater interest in outdoor activities.
- After seeing the communications campaign over two seasons, 74% of moms surveyed recognized the campaign, 66% owned a copy of our “100 Things to Do Before You’re 12” list, and nearly half had shared Generation Wild with their network.
- In a 2024 brand awareness survey conducted by Corona Insights, 79% of parents surveyed said they were more likely to get outside with their kids because of the Generation Wild campaign.