WHO: Nature Conservancy

WHAT: Advocacy Campaign, Brand, Social

IDEA: Nature Conservancy should have a big voice as issues about the environment and our part in preserving this amazing planet trend more and more in the news each day.

It doesn’t. Membership isn’t growing and neither is the awareness of this legacy “green” brand. They asked my team for help.

Our concept and approach was to focus on the idea of “conservancy”. The new generations don’t know or understand this word, its not something you hear in normal conversation.

By landing on what this word means, how it is the core of an enduring mission, and pairing that ownership with illustrating it through the lives of members (effectively walking the walk), Nature Conservancy would have a differentiating story in the sector.

The client loved the idea, but we didn’t win the business. How do we know they loved it? We saw the exact execution and campaign a few months after we lost the pitch on their social media channels. It happens.