National Park Service x One School

The Ask: Come up with an Out Of Home campaign that gets Black people to visit the National Parks. Insights: No group avoids the National Service Parks as much as black people. In national parks the most prominent and famous natural spaces in the country, Black Americans are the most underrepresented. In 2018, only 6% of visitors identified as black. Some of the reason for this are the perceived barriers and perceptions; cost of gear, distance/access, natural elements, and discrimination. Strategy: To attack one of the barriers HEAD ON which is Location. A lot of the national parks are far away from metropolitan and urban areas that have high populations of black people. Also, areas that are more rural and closer to the national parks either don't have the resources (impoverished communities) or transportation. We bridged the gap between lack of resources + location and the National Parks while still showing that the National Parks does embrace and welcome diversity specifically black people. Idea: The idea was to come up with a tagline (Nature is Here, Where are You) that was representative of the problem and address it by offering free rides for 3 months to NSP sites near them, partnering with MelaninBaseCamp. We chose billboards and signs near public transportation spots in the following cities with larger black populations:

DOWNTOWN MEMPHIS.
 MARTA at BUCKHEAD, ATL.
MIAMI GARDENS in the MIAMI DADE AREA.
In all of our ads, we wanted to show realistic images of black people doing activities in nature. We also wanted to create a subliminal but yet inclusive undertones and so the "HERE" in the first sentence of those ads are colored in black skin tones Black, Dark Brown, and Light Brown. 
Another part of our strategy was to use the @melaninbasecamp collaboration to solve select city's issues of either access or resources to National State Parks. Memphis has an issue of resources and access as there isn't a national park for 187 miles, in Arkansas. By placing the ad downtown near transportation, we can show that while resources and parks are far and few, we can help. Atlanta also has a minor accessibility issue as there are only two NSP's near the metropolitan area, but by strategically placing targeted ads in the MARTA stations and offering free rides for 3 months we can do our part to increase the number of black people who visit the parks. Finally, the Miami Dade area has decent access to 3 National Park Sites, but the community is impoverished. By offering rides we can increase the chances that the percentage of black people who visit our parks will increase.

MEMPHIS'S DISTANCE FROM NSP 187 miles.

ATLANTA DISTANCE FROM NSP 28 miles.

MIAMI DADE- GARDENS AREA DISTANCE FROM NSP 48.5 miles
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