Respect. Connect. Protect. Campaign

About This Project

Summary

A public awareness campaign targeting the next generation of visitors - Gen Z and Millennials - to promote safe and respectful visitation on the largest amount of public land in the U.S. Reduce behaviors such as vandalism, littering, environmental degradation and avoidable and life-threatening situations. Research led to create Spokespebble, the first ever such character in marketing history and our adorable yet earnest voice on the themes of Respect. Connect. Protect. 17M+ people reached.

Goals & Objectives

An effective and durable public awareness campaign for safe and respectful visitation on lands managed by the Bureau of Land Management, which manages the largest amount of public land in the U.S. Appeal to the next generation of visitors and create behavior change. respectconnectprotect.org

Results & Impact

Surpassed initial goal of reaching 3-5 million people; reaching more than 17 million after 10-weeks through paid ads. Reached 560,000+ through organic impressions – indicating strong appeal and shareability. Nearly 20,000 website visitors and 3,000 email subscribers to PebbleSquad.