How do you change the conversation around public lands to one that focuses on responsible use and conservation?
Design and Branding
RALLY helped launch the Center for Western Priorities, a communications hub known for its fast and savvy ability to drive an earned media and policy narrative around the responsible use of public lands in the Mountain West. RALLY guided several targeted advertising campaigns aimed at connecting with outdoor voters and moving decision makers to protect public lands.
RALLY designed and led a variety of provocative advocacy and advertising campaigns. “Winning the West” is an ongoing opinion research and communications project intended to educate candidates and campaigns about how important it is to show support for public lands and access to the outdoors. “U-Turn Utah” called on Utah’s state leaders to make a “U-Turn” away from their efforts to privatize public lands and applied political pressure by encouraging travelers to spend their recreation dollars in a state that respects public lands. “Monuments to America” highlighted the overwhelming support for national monuments and called 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 achieved their goals. Our “Winning the West” theory was proved as winning candidates used outdoor issues to separate themselves and connect with voters in closely watched Mountain West races. “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.