‘Waterproofs and Wellies’, the campaign aimed at facilitating time outdoors for all children



We talked to Gina Bradbury-Fox, Managing Director of The Outdoor Guide about the Foundation she set up to give all children the chance to spend time outdoors.

Tell us why you started the Foundation?

During the Covid-19 pandemic I did some research around who could go outside and who couldn't. The statistic that hit me between the eyes was that children today get outside less than prison inmates, and I wondered why? There are many barriers, some financial, but one of the basic barriers in state primary schools is that children often go to school without a coat and without waterproof shoes, so I wondered if I could use my influence and my contacts to bridge that gap. I wanted a problem solved and could see it done in a very simplistic way. It didn’t need to be complicated so I went to Dunlop and a waterproof suit company and I told them what I was doing, they said they would let me buy the kit at cost price.

I put the whole thing together with distribution, and then I went out to try and raise money; anyone was able to participate, but outdoor companies would have the benefit of being part of The Outdoor Guide as well.

The Outdoor Guide is an influential free online resource set up by Gina and her sister, Julia Bradbury, which aims to bring together information for walks all around the UK.

“Basically I’ve got a big heart”

The Outdoor Guide was founded nearly 15 years ago so I was already working in this sphere and basically, I’ve got a big heart and am good at talking! Julia is one of the faces of the outdoors, so I wanted to enhance what she was doing on TV but also put something back into the community. My entrepreneurial spirit and my big mouth helped me solve this problem and it’s been a game changer for schools. We’ve supplied nearly 1000 schools in the last 3 years and we’ve raised more than ¼ million with all the money going into the Waterproofs and Wellies project and the infrastructure around that. Nobody makes any money out of it but it’s making a lot of noise.

We know it’s good to get outside in nature but how does the provision of outdoor wear help? Do the schools you work with have the outdoor space and the facilities to make outdoor time worthwhile?

(i.e. are they particularly deprived schools in urban areas, therefore not have a lot of outdoor space)

I am humbled and blown away by the dedication of teachers. The ones who are passionate about outdoor learning find the time to set up a forest school or mud kitchen. I’ve been to a plethora of schools all over the country - the deprivation I’ve seen is heartbreaking, but teachers are on a mission because they know how good it is to be outside. To give the kids the chance to go outside can make a huge difference - especially for children with ADHD and those that struggle in a traditional classroom environment.

“We were in tears”

We were talking to the family liaison officer in a school last week, and the team were in tears hearing about the things that she does; they are absolutely dedicated. The ten sets of Waterproofs and Wellies we gave had been paid for by the efforts of 3 boys who did a triathlon last year, raising £5000, enough money for 5 schools, each with me rounding it up.

They each nominated 5 schools near to where they live. The teacher at the school we attended said “It’s a game changer for that child who we know hasn’t got a coat but we know will benefit from standing outside, whittling a stick or looking at the bug hotel and getting their hands dirty.”

As an inner-city school, they are so creative at creating outdoor space, even though it was a concrete jungle they were growing tomatoes and had managed to make an area for outdoor engagement. Even if there is no greenspace it’s possible to bring things in, such as a mud kitchen that allows the kids to do something purposeful, outside.

Are there guidelines for schools to provide outdoor activities or is it extra-curricular? Sometimes there seems little time for activities such as these in the school day.

I think the nature of primary schools is that there is outdoor play but they make it as part of their curriculum but to be honest, I don’t really know. Dedicated teachers see the kids that benefit from the outdoor learning and make a formula to work with the curriculum, perhaps reading or doing maths with the outdoor resources. Teachers are very creative and I’m meeting them all the time.

We work in state primary schools; secondary schools are more complicated. The pupils have different priorities and the curriculum is more rigid as they work towards their GCSE’s.

Julia’s love of the outdoors was fostered by her father but I came to the party a little late, there is a 10 year age gap between us. I know how important being outdoors is and although I am making a business out of it, it is a very altruistic business that sustains itself but also gives back to the community.

What documented change has it made in the schools you’ve worked with?

We always do ask for impact statements from the schools we work with and have had the most humbling letters from them, we are now at the point of writing an annual impact report so track the benefits.

Kingsholm C.E. School

“We are absolutely blown away by the fundraising efforts of these 3 boys, and their kindness in thinking of us. We are a large inner city school, in a significant area of deprivation. One of our two key drivers is the outdoors, because we value enormously the positive difference it can make to children’s physical and emotional wellbeing. Few of our children are able to access their own waterproofs or wellies, so this is a huge gift. Appropriate clothing makes all the difference, enables us to take them outside as much as possible, and to broaden their experiences. Please pass on our thanks to the boys, what an incredible effort that is hugely appreciated.”

~ Lucinda Fields, Designated Safeguarding Lead/Enrichment Manager – Kingsholm School.

How can organisations get involved in the initiative?

Support the local schools! Each region needs businesses to get on board, and we are ready to work through our hitlist. The need is vast; we have over 380 state primary schools waiting for help. There are a number of ways you can donate or fundraise for us, or even become a regional champion!

WWF worked with us to donate kits to 65 schools in 2025. Supporting Waterproof & Wellies gave WWF the opportunity to visit these schools not only to hand over the kit, but also to talk about their work in nature, and provide access to free educational resources.

Outdoor companies can sponsor schools local to them. For those organisations who would like to have something included alongside the kits (for example a garden centre that might want to offer packs of seeds for the children to plant) - we can work with them to offer that. The very nature of The Outdoor Guide Foundation CIC means we can be flexible and agile to suit the needs of our partners, whilst enhancing the school day for pupils and teachers alike.

Through The Outdoor Guide website - many outdoor brands come on board as a partner, with a portion of their fee being allocated to the Foundation. The brand works with us to help raise their profile and primary school children get the kit they need to play outdoors no matter the weather - everyone’s a winner!

The Outdoor Guide has a mailing list of around 40,000 outdoor enthusiasts- our newsletters are a mixture of top-tips, news from Julia and interesting walks. We’re very discerning about what we include in them, ensuring that they are relevant to our audience (we have a regular open rate of 30-40%)!

Anything exciting happening in the next year for the Foundation?

Yes, our mission this year is to get more kids out into nature than ever! Our aim is to kit out 3800 state primary school pupils. We are also working with another company that facilitates indoor learning activities, able to regulate and help children with ADHD and anxiety, and those who struggle to even get into school. They have gained funding from Sport England and want to partner with us; we will launch this summer.

We have Gemma Hunt from CBeebies as an ambassador for the campaign, Gemma is well known in the world of children’s TV; we also continue to work with Julia, the Matriarch of the outdoors, both contribute to raising the profile of the Waterproofs and Wellies campaign.

Find out more about The Outdoor Guide Foundation CIC here and The Outdoor Guide here.

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