National Park Service x One School

Creative Brief: Come up with an Out Of Home campaign that gets Black people to visit the National Parks. Challenge: Black people simply do not visit the outdoors, they are the minority, as only 6% of people who visited the national parks identified as Black. Barriers such as resources/transportation, poor park service, discrimination, and the natural elements keep them from wanting to visit. Insight: "Barriers can be broken by building community." Strategy: We chose to attack the barrier of Location head on. A lot of the national parks are far away from metropolitan and urban areas that have high populations of black people. Furthermore, the areas that are closer to the national parks are more rural and lack the resources to get there. We bridged the gap between lack of resources + location while still showing that the National Parks does embrace and welcome diversity specifically black people. Execution: We wanted to implement a tagline we created "Nature is Here, Where are You" into innovative solutions that were representative of the problem and addressed it. We did so by creating an OOH campaign, offering free rides to NSP sites near the residents of that city. We partnered with MelaninBaseCamp to do so. 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 a limited time 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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