Portfolio / Engage
Change the Course
EXPERTISE
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Campaign messaging framework
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Content strategy
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Corporate partner account based audience activation
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In-conference attendee engagement campaign
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Video scriptwriting
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Advertising design
DELIVERABLES
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Campaign messaging framework
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Campaign brand assets
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Sustainable Brands Conference attendee activation collateral
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Call to action video script
In 2014, National Geographic, Bonneville Environmental Foundation (BEF) and Participant Media piloted Change the Course, a campaign designed to motivate people to pledge to conserve water, and promises for every pledge made to return 1,000 gallons of water to the Colorado River Basin.
Our coalition built a two-year public awareness and social action campaign that resulted in more than 100k pledges to conserve, 10 corporate partners engaged, 10 water restoration projects funded, and 2B gallons of water restored in the Colorado River Basin.
At the project start, I co-wrote the script for the campaigns original call to action video which played a central role in converting pledges to conserve. Working collaboratively with subject matter experts and corporate sponsor brand and CSR teams, I designed social action campaigns to engage employee, customer and fan audiences within Coca-Cola, Silk, the Portland Trailblazers, Major League Baseball, and the National Hockey League. I also designed an experiential campaign for the 2014 Sustainable Brands conference, where brand influence in resolving the emerging water crisis was a key theme.
