ITV This Morning’s Dr Sara Kayat is prescribing nature as a natural mental health booster in WWF’s latest big-budget campaign, which spotlights the many health benefits of the great outdoors.

Developed in partnership with London-based agency Uncommon, the WWF creative is inspired by the insight that spending just 20 minutes in nature each day can significantly improve mental wellbeing.

Centred around a 60-second spot featuring Kayat prescribing the viewer a ‘daily dose of nature’, the organisation’s work channels relaxing ASMR as it pans towards a tranquil lakeside scene.

“If we can encourage everyone to connect with nature, we can also drive support for our efforts to protect it and make the changes needed to help bring our world back to life,” said WWF executive director of brand, campaigns and communications, Lisa Lee.

“We love the familiarity of the prescription to explain how a daily dose of nature can be a way to improve our wellbeing.”

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

“We are very grateful to Dr Sara Kayat and our celebrity ambassadors for lending their support to this campaign and hope this work encourages people to think about how nature can support them and why we must protect and restore it.”

Premiering on ITV this morning, the WWF film will be further supported by a series of long-dwell outdoor executions that combine the recognisable visual world of prescription with beautiful shots of British nature.

Uncommon design director, Matt Curtis added: “The juxtaposition of the natural world against the clinical ephemera of pharmaceutical packaging is unusual and uncomfortable.

“They are not natural allies, so it makes you stop and take notice. Nature is our greatest remedy, the medicine for our soul – which we all need to remember.”