Nature is not a place we visit on weekends. It’s not a destination that’s separate from our everyday selves. Increasingly people see nature as an essential part of who we are. We are natural when we… eat fresh from greenmarkets on Grand Street, play polo on bikes in Roosevelt Park on Chrystie Street and graffiti fauna and flora on the streets. In today’s modern world, we continually discover ways to bring nature back.

Cancer is Live Strong. AIDS is RED. Spinal Cord Injury is Superman. As opposed to earlier generations who view disease only as an end point or something to fear, people today have grown up in a culture being empowered and inspired by disease. Let’s rethink the problem-solution paradigm of pharma marketing.