National Geographic teamed up with American Express, Partners in Preservation and Day One Agency to help promote the National Parks across the nation and celebrate their 100th anniversary. A hashtag was defined to leverage sentiment and extend the reach across multiple channels, #voteyourpark.
20 National Parks across the nation agreed to take part in a race to gain $2 million in funding by allowing the public to vote for their favorite park. In order to do so, we needed to spread the word to bring awareness to the campaign and get the people voting.
I was tasked to define the branding and messaging and create a social/digital campaign that promoted the hashtag. Campaign assets were needed for each park in order to leverage them on their own social channels. We created a series of posters based on the WPA(Works Progress Administration) illustration style that the government originally created to promote the parks almost 100 years ago. We also defined a month long content strategy that seeded out these assets through various organizations and channels.
The results? Over 1 million votes were cast in support of our nation's parks.
Design & production
Branding & Messaging