How do you influence public lands policy to ward off the threat of drilling, mining, and other destructive uses?
Design and Branding
RALLY helped launch the Center for Western Priorities, an independent communications and policy hub focused on fostering responsible public lands management and uses in the Mountain West. RALLY guided several campaigns that included earned media strategy as well as targeted outdoor and digital advertising designed to move decision makers to protect – and value – public lands.
RALLY designed and executed multiple provocative advertising campaigns: “U-Turn Utah” drew attention to a push by Utah state leaders to privatize public lands that belong to all Americans. Billboards, supported by online ads, called on Utah’s leaders to make a “U-Turn” away from this risky proposal and applied political pressure by encouraging travelers to spend their recreation dollars in a state that respects public lands. “Monuments to America” included two video spots and digital advertising on social media and popular news websites highlighting the overwhelming support for national monuments in the Mountain West and calling on U.S. Secretary of the Interior, Ryan Zinke, to abandon his plan to shrink or eliminate some of America’s most treasured protected public lands.
The advertising campaigns, supported by local coalition events, connected with our targeted audiences and generated extensive earned media coverage across the Mountain West and in Washington, D.C. The “U-Turn Utah” advertising contributed to declining public and stakeholder support for the public lands take-over proposal in Utah and served as a warning against similar efforts in other states. The “Monuments to America” campaign put Secretary Zinke on the defensive over the monuments review process and helped to limit the scope of the monuments under threat of elimination.