NATIONAL PARKS CONSERVATION ASSOCIATION

Challenge
Funding shortfalls for America’s national parks reached critical heights. An increase in public
awareness and subsequent financial support was vital to the NPCA’s ability to manage park land
for future generations. 

Tactics
Noral developed tailored tools and messages for a comprehensive, multimedia campaign and built a diverse national coalition to demonstrate the breadth of funding support. Research helped identify consumer behavior and perceptions about our national parks. Noral used these findings to develop tailored advertising materials geared toward park users. Noral developed the principles for the environmental coalition membership, branded the name and logo for the coalition, and wrote and produced multimedia public service advertisements (PSAs). Public service announcements included a radio PSA with Morgan Freeman and additional radio and television PSAs with actor Richard Dreyfuss. Print ads, press tactics and materials, and GoCards (postcards) were also developed.

Results
Public opinion polls showed positive attitudinal shifts on the key strategic strategies developed and implemented by Noral. In addition, Noral increased traffic to the campaign Web site, consumer calls to the national toll-free number, write-ins, membership growth in the ANP coalition, draw-down and use of direct response materials, and demand and placement of the PSA materials.