Descubre el Bosque Media Relations Campaign
OBJECTIVE
Create awareness for the benefits of visiting forests/grasslands and increase actual visits – especially among Hispanic/Latino children
AUDIENCE
Hispanic; Community (Mother, Father, Children)
CHALLENGE
Disparity in Latino populations vs population of youth participating in outdoor recreation; Latinos made up 23% of the under-18 population in the US, yet only 5.8% of youth who participated in outdoor recreation are Hispanic
THE WORK
To create awareness and build forest visits, a media relations campaign was developed to support the launch of the Forest Project (a PSA campaign that showcases three different Latinos and how each of them finds the break they need in the forest). MethodGroupe collaborated in an SMT/RMT, custom pitched leading broadcast and print outlets, and executed a comprehensive initiative to entice Latina mommy bloggers to write about visiting the forest as a fun and healthy activity. We also created the Forest Service’s Hispanic Facebook page, drafted the posts, selected images and managed the community on a daily basis. The campaign was launched coinciding with National Get Outdoors Day. In 20 days, the Facebook page had generated nearly 400 followers. The posts have also managed to create significant engagement (likes, comments, sharing).
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