Get residents to adopt behaviors — like washing their cars in commercial car washes and picking up after their pets — to reduce damaging runoff into the Puget Sound.
Research indicated that residents of the region feel a strong sense of connection to place, and that that connection can be leveraged to motivate behavior change. A digital media campaign was designed to reawaken those connections to the Sound. The website (the campaigns main collateral tool) was redeveloped to serve as a portal for regional storytelling while also helping residents understand what they can do to protect and restore Puget Sound. We deployed a “90/10 rule” for the site’s content — with 90 percent devoted to content about the Northwest lifestyle and 10 percent dedicated to tips and program information.
The campaign was launched over nine months and featured 36 stories that were developed according to a calendar established by an editorial committee — a partnership of key stakeholders guided by our team.
Stories covered a wide array of topics and were presented in a variety of forms including mini documentaries, photo essays, infographics, articles, audio recordings, and cartoons to broaden the campaign’s appeal. They were set up to be easily sharable through social media sites and email. Likewise, stakeholders were armed with tweet sheets to promote the campaign via Twitter.
Puget Sound Starts Here saw massive increases in website traffic and social media engagement. A few of the mini documentaries were featured on King5 (NBC Seattle) and other local stations, further extending the campaign’s reach via earned media. Stakeholders were proud of the content created and excited to have them for ongoing outreach efforts.
Underwater Filmaker
Sasquatch
Life on the Ferries
Stories of the Boots
Activated physical spaces at Nike’s largest distribution center to aid employee motivation, retention, and attachment to the brand.
Improved a popular traveling exhibit by making it experiential. Using directional audio, students were able to ride shotgun.
