WWF South Africa and some of the biggest names in urban culture collaborate on ‘For Nature. For You.’ campaign, including new track from Instro featuring Reason HD.
Our lives are dominated by digital devices and connecting ‘virtually’, but we cannot forget that we all have an innate connection with nature. Recognising this, including the role of nature in sustaining human life, WWF South Africa wants more young people to reconnect with the natural environment. Part of the world’s leading independent conservation organisation, WWF South Africa recently launched its ‘For Nature. For You’ campaign which seeks to remind us all of the central role of nature in our lives.
“We often forget, amid the distractions and busyness of city life, that nature provides everything that we need and enjoy, from food to water to energy,” says Justin Smith, Head of Business Development at WWF-SA. “Nature is critical to our survival and if we want to care for it, as individuals we must first reconnect in our own way.”
As part the ‘For Nature. For You.’ campaign, WWF South Africa has collaborated with some of the biggest names in urban culture, including award-winning hip-hop artist Reason HD who, in collaboration with music producer Instro, has put together a new track for the campaign called ‘Back to the Source’. It will be released on 30 November, 2018.
“The new track comes from my experiences on the Journey of Water with WWF,” says Reason. “We hiked through beautiful grasslands in the high mountains of Mpumalanga and paddled on the Bivane Dam before ending with a cruise on the Jozini Dam in KwaZulu-Natal. It really inspired me to appreciate where our water comes from, and that nature needs to be celebrated.”
On 30 November, WWF will co-host a sustainably powered rooftop party in Braamfontein, together with YFM, to celebrate nature and all that it gives us. The exclusive evening event will include the filming of a music video for Reason HD and Instro’s new track ‘Back to the Source’, to be directed by I See A Different You.
Joined by other artists, entertainers and influencers – such as Da Kruk, DJ Doowap, Siya Beyile, Slikour, amongst others – the event will offer a special connection for those lucky enough to attend.
“With this campaign we want to reinforce not only the link between people and nature, but also encourage more South Africans to support WWF as we seek to sustain the natural environment,” adds Smith. “Our hope is that by helping more individuals to reconnect with nature and why it matters, it can also give them a better sense of the importance of the work done by WWF.”
The mission of WWF, otherwise known as World Wide Fund for Nature, is to build a future in which people live in harmony with nature.
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