National Wildlife Federation

Saving a much enjoyed, but not entirely known federal program

CHALLENGE

The National Wildlife Federation needed a ground swell of support to convince key Congressional members to fully fund and permanently reauthorize the Land and Water Conservation Fund.

SOLUTION

With social, online & print ads, we pushed what LWCF stands for: what it provides. "Lands you love," "places you play." The CTA: contact key Congressional reps.

RESULT

In February 2019, both houses of Congress passed the funding and permanent reauthorization of LWCF. The president signed the legislation into law March 12, 2019.

CHALLENGE

The National Wildlife Federation needed a ground swell of support to convince key Congressional members to fully fund and permanently reauthorize the Land and Water Conservation Fund.

SOLUTION

With social, online & print ads, we pushed what LWCF stands for: what it provides. "Lands you love," "places you play." The CTA: contact key Congressional reps.

RESULT

In February 2019, both houses of Congress passed the funding and permanent reauthorization of LWCF. The president signed the legislation into law March 12, 2019.

The National Wildlife Federation approached PartnersCreative in the summer of 2018 for help convincing key legislators to fully fund and permanently reauthorize the Land and Water Conservation Fund, set to expire September 30, 2018. This fund was established by Congress in 1964 to safeguard natural areas, water resources and cultural heritage, and to create recreational opportunities such as city parks.

Despite its significance, few people know the fund exists. With this in mind, we launched the first wave of  a two-wave campaign aimed at connecting the LWCF to what people care about and targeting those messages to people most likely to act.  The campaign was focused on 11 markets and included Facebook and Twitter newsfeed ads, display banner ads,  and newspaper ads.

Wave one of the campaign concluded with an (expected) budget impasse in Congress, a stalemate that lasted past the fund’s expiration date. But the expiration didn’t spell the end of action. Enter in the second wave, which homed in on key legislators and voting districts with the most influence throughout the country to get LWCF renewed.

Wave two included Facebook display ads, online banner display ads and newspaper ads targeted at specific legislators in key states and Congress as a governing body. It ran for three weeks starting the end of November 2018. In 2019 LWCF was permanently funded by both houses of Congress and signed into law.

"I was tired of the [expletive] ads and I wanted to get it done." — Then House Natural Resource Committee Chairman Rob Bishop (R-Utah), on the first attempt at a bipartisan agreement to renew LWCF in September 2018, as quoted in Politico.

17.6M

The number of impressions garnered by the campaign — with a click-through rate of 1.92 percent.

600+

Parks, playgrounds and sports fields funded in Montana.

2,272

Number of citizen emails sent to Congressional representatives.

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