Giving Space
For the National Park Service Advertising Campaign
Academy of Art University 2020 Spring Show Best in Show Award
The National Park Service protects and looks after all national parks, conservations, and historical monuments across the United States. How can we help them raise awareness and educate visitors to behave accordingly and appreciate these lands?
Roles, Skills
Visual Designer, Art Director, Copywriter, Photographer, Videographer, Strategy, Video Editor, UI design, Brand research
Medium
Prints (flyers, brochures, booklets), Microsite, Video campaign, OOH, Social media
Tools
Photoshop, Illustrator, After Effects, Premiere Pro
Insight
“Most visitors just don’t know how to behave in a wild place” - The Guardian. There are visitors who still jeopardize themselves and/or wildlife, illegal drone flyers, 90% increase in vehicle accidents, and 30% increase in searches and rescues; all while budgets remain the same, or worse, being cut.
Idea
Create a campaign to educate and raise awareness towards appreciating and protecting our public land by giving them time to heal and recover.
Execution
Reduce the number of visitors on the highest month of the year by annually closing all parks across the U.S. on every third week of July, starting in 2020.
The #GivingSpace campaign will start off in this magazine spreads where it depicts that the parks and the visitors’ relationship are in trouble. We want to remind people that they need to fix this before it’s too late.
Print Ads
Highway Billboard
A movie inspired out-of-home piece to help extend the campaign out and raise more awareness.
Microsite
You can find detailed information within this exclusive site regarding what the campaign is about, what is it for, and the desirable goal/outcome. The site can be reached through a special link that will be placed through the National Park Service’s social media accounts, as well as other campaign parts too (video, print, etc.).
Digital Campaign
The National Park Service would like to express their gratitude for all support towards the campaign by sending out breathtaking photographs of the parks. They will reach out through social media (Twitter, Instagram, Youtube…).
Instagram Campaign