To broaden the diversity of participants and obtain the full benefit of citizen science in terms of engaging and including all levels of society, new means of targeting citizens are being explored. We present the recent nature campaign Our Nature and its success in attracting and engaging citizens of all ages and experience levels. Our Nature resulted from a unique partnership between natural history museums, the Danish Nature Agency, Outdoor Council and the Danish Broadcasting Corporation and proved as being an excellent model in reaching 75% of the population and reaching individuals that had no prior connection to nature. Our Nature served as an excellent platform from which to engage citizens in a new country-wide phenology monitoring research project – Denmark Explores. In the first two years of the project, over 2000 phenology observations were submitted from across the entire country. The data collected has already resulted in the publication of one research article, demonstrating that citizen science data, even if collected over short time periods, can be highly valuable to study the effects of climate change on biodiversity. Extensive evaluation of the Our Nature campaign revealed that there’s currently a huge untapped source of citizens willing to explore nature and partake in citizen science activities.