This is a campaign I launched in April 2015 for PEW Trust to educate the public in Nevada about the sage-grouse and what can be done to preserve its habitat while also protecting Nevada’s rural economy.
On this campaign, I:Rebranded the “Nevada Sage Grouse Initiative” into the far catchier “Keep Nevada Wild” campaign, which employs both traditional imagery as well as an illustrated character “Cedric the Sage-Grouse” to reach a far wider audience. Created a new microsite using improved messaging and new fresh imagery and promoted it through a paid social media campaign. Started a list-building campaign that delivered ~2,700 new advocates, providing a steady stream of contacts to targeted elected officials. Recruited dozens to write letters-to-the-editor and make calls to key officials. Worked with the in-state coalition to evaluate tactics and shift direction as needed.