The Nature Rating
In a world where we’re increasingly disconnected from the outdoors, we created The Nature Rating, a first-of-its-kind digital tool designed to help people consciously bring more nature into their daily lives.
Inspired by psychological research showing a steady decline in nature references across pop culture since the 1950s, the tool uses a sophisticated AI and natural language processing model to analyze the media we consume. By cross-referencing films, shows, books, and songs against over 270 nature-related keywords, it assigns a “Nature Rating” score out of 10.
Based on that score, the tool recommends other highly-rated media and offers simple, actionable ways to find nature nearby. The core idea is simple: if we can encourage a healthier “nature diet” on our screens, we can inspire real-world engagement, helping younger audiences overcome their nature deficit and truly let the outside in.
This Digital Tool from Super, Natural British Columbia Brings Nature Back to Your Life. As Director, Global Creative for Destination BC, I worked to shape the overall direction alongside lead creative agency Zulu Alpha Kilo.
Try the tool: thenaturerating.com