15:06 10 August 2011
Research by family plaster brand, Elastoplast, reveals that 85 per cent of children are longing for more adventure in their lives.
The startling statistics highlight that half of children have never camped out in their back garden or taken part in any adventure sports.
Parents are also feeling the pressure with 40% admitting they dont have the time or money to arrange adventurous experiences for their children.
To support parents and inspire children, Elastoplast is launching a new campaign, Adventure 4 Kids!, with adventurer and TV wildlife presenter, Nick Baker.
Nick reacts to the research in the video above and gives advice on how to inject some adventure in your child's life, saying:
"Experiencing outdoor adventures cannot be underestimated. As a kid, I remember the excitement of getting outdoors and having my own mini adventures!
"From building my first tree house to staying up late to watch the stars its these experiences that stay with you for life.
"Allowing children to experience risk in a controlled environment helps to develop their ability to face risks in the future and builds their confidence."
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