Enter Project Wild Thing, which was launched last September. How successful is nature as a brand? 'Nobody really knows', David says. For someone who is taking on the immense task of marketing nature to children, he is a remarkably humble man. 'I'm not saying it's changing their lives,' he tells me, 'but it's making them question.'
Technology has revolutionised the way that we live in just one generation bringing with it a huge transformation. As the saying goes 'information is power' and we have the ability to participate in a plethora of activities whether sat on the sofa or on a train to work.
Without really noticing we've been heading towards the end of the traditional outdoors childhood. Something that many millions of adults took for granted is becoming the exception rather than the norm for today's children, where-ever they live. Roaming ranges are down, physical activity is down and the ability of children to identify common wildlife is being lost.