Problem: In 2020, the Cream Collective set a brief for emerging creative to submit an idea that could "turn new hope into new action".
Solution: During the pandemic, the UK was one of the few countries that allowed people to step out of their homes for an hour every day. Londoners started to crave this once-a-day walk in the park. It was an escape from the four walls that were starting to close in. The birdsong made us happy and calm. The greenery and cool breeze made us relax. For a moment, we almost forgot the troubling times we were living through.
Transport for London (TFL), in collaboration with the Royal Society for the Protection of Birds, encourages London commuters to 'Tap into Nature.' People can avoid the peak hour rush at crowded stations by simply getting off a stop or two earlier to walk through a park. They can reroute their journey on the TFL app and make time for nature. A limited edition Oyster card would help raise funds for the RSPB, funds that the charity was unable to raise due to a fall in tourism. My idea won the Cream Collective 2020 and I was featured in Campaign Magazine in September 2020.
