



MEMPHIS'S DISTANCE FROM NSP 187 miles.

ATLANTA DISTANCE FROM NSP 28 miles.

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:
MEMPHIS'S DISTANCE FROM NSP 187 miles.
ATLANTA DISTANCE FROM NSP 28 miles.