Discover The ForestPSA Campaign

Tailoring a message to diverse audiences

Discover The ForestAbout Us

OverviewSponsor:

Partnership between U.S. Forest Service and the Ad Council

Campaign Goals:• Encourage parents and caregivers to take their families out to

the forest to experience and re-connect with nature

• Engender a love for nature in kids by fostering a connection with urban and national forests, ultimately creating a lifelong interest and a legacy of stewardship through first-hand experience.

TargetParents and Caregivers of Tweens (ages 8-12)

Call-to-Action:Go to DiscoverTheForest.org and find a forest or park near you

Program ElementsPSA:• TV, Radio, Outdoor, Web Banners

Website:• Interactive Map Search Tool, Activity ideas, Packing lists, Safety

tips

Social:• Facebook, Twitter, Instagram, Mobile

Partnerships:• Movie Partnerships with The Lorax and Shrek

Educational:• In-school postings, curriculum, teacher guides

Discover The ForestTalking to Different Audiences

Need for Different Audiences

Why is it important to talk specifically to sub-groups?• Growing minorities

• Unique household composition, behavior habits, technology needs

• Self perceptions through media

Why can’t you say the same thing to everybody?• Motivators

• Barriers

• Sensitivities

• Background

• Family dynamic

• Language

6

Current Campaign Composition

7

General Market Hispanic African American

Objective Create a campaign that encourages parents and their children to go out and experience the forest first-hand, creating a lifelong interest and a legacy of stewardship.

Primary Target

Sub-Target

Parents of Tweens (ages 8-12)

Tweens

Hispanic Parents of Tweens

Hispanic Tweens

African American Parents of Tweens

African American Tweens

Strategy Brief – General

Audience Mindset Key insight Main Message

We are constantly connected and busy managing my family’s schedule. I prioritize our schedule with activities that benefit my family.

The experience of being in the forest is unique to anything else we do, and the family can enjoy it together.

Going out to the forest is the best way for my kids to experience nature, and it also re-connects my family.

Strategy Brief - Hispanic

Audience Mindset Key insight Main Message

I live a stressful life and never feel like I have enough time. I wish I had a nearby escape to go to with my family.

Hispanic parents enjoy visiting the forest, but the lack of awareness and information regarding the proximity and easy access is a barrier.

Escape to the forest… it is closer than you think

Strategy Brief – African American

Audience Mindset Key insight Main Message

I seek out meaningful experiences that will contribute to my child’s personal development and discovery of self

AA parents seek to provide a range of unique experiences to their children so they can reach their full potential

The forest is a place of unrestricted imagination at play

Messaging Result

Messaging Strategy is shown, not told, through the creative execution

Campaign elements that looks different across campaigns; but works to achieve the same result• Culturally appropriate creative articulation of aligned message

• Universal truths are nuanced for each target

Overarching objective and outcome for consistency across each effort

11

Descubre el BosqueA little more

Social Media

13

Social Media

14

Social Media

15

Latinos en Acción

Did You Spend Time Outdoors Growing Up?Why Did You Choose the Forest Service for Your Career? What is the Best Thing About Spending Time Outdoors?

16

Thank you

17