Discover The Forest PSA Campaign

Tailoring a message to diverse audiences

Discover The Forest

About Us

Overview
Sponsor:
Partnership between U.S. Forest Service and the Ad Council

Campaign Goals:
Encourage parents and caregivers to take their families out to the
forest to experience and re-connect with nature

Engender a love for nature in kids by fostering a connection with

urban and national forests, ultimately creating a lifelong interest and a legacy of stewardship through first-hand experience.

Target
Parents and Caregivers of Tweens (ages 8-12)

Call-to-Action:
Go to DiscoverTheForest.org and find a forest or park near you

Program Elements
PSA:
TV, Radio, Outdoor, Web Banners

Website:
Interactive Map Search Tool, Activity ideas, Packing lists, Safety tips

Social:
Facebook, Twitter, Instagram, Mobile

Partnerships:
Movie Partnerships with The Lorax and Shrek

Educational:
In-school postings, curriculum, teacher guides

Discover The Forest

Talking to Different Audiences

Need for Different Audiences

Why is it important to talk specifically to sub-groups? Growing minorities Unique household composition, behavior habits, technology needs Self perceptions through media Why cant you say the same thing to everybody? Motivators Barriers Sensitivities Background Family dynamic Language

Current Campaign Composition

General Market Objective Hispanic African American Create a campaign that encourages parents and their children to go out and experience the forest first-hand, creating a lifelong interest and a legacy of stewardship.

Primary Target SubTarget

Parents of Tweens (ages 8-12) Tweens

Hispanic Parents of Tweens Hispanic Tweens

African American Parents of Tweens African American Tweens

Strategy Brief General

Audience Mindset Key insight Main Message

We are constantly connected and busy managing my familys schedule. I prioritize our schedule with activities that benefit my family.

The experience of being in the forest is unique to anything else we do, and the family can enjoy it together.

Going out to the forest is the best way for my kids to experience nature, and it also reconnects my family.

Strategy Brief - Hispanic

Audience Mindset Key insight Main Message

I live a stressful life and never feel like I have enough time. I wish I had a nearby escape to go to with my family.

Hispanic parents enjoy visiting the forest, but the lack of awareness and information regarding the proximity and easy access is a barrier.

Escape to the forest it is closer than you think

Strategy Brief African American

Audience Mindset Key insight Main Message

I seek out meaningful experiences that will contribute to my childs personal development and discovery of self

AA parents seek to provide a range of unique experiences to their children so they can reach their full potential

The forest is a place of unrestricted imagination at play

Messaging Result
Messaging Strategy is shown, not told, through the creative execution Campaign elements that looks different across campaigns; but works to achieve the same result Culturally appropriate creative articulation of aligned message Universal truths are nuanced for each target Overarching objective and outcome for consistency across each effort

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Descubre el Bosque
A little more

Social Media

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Social Media

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Social Media

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Latinos en Accin
Did You Spend Time Outdoors Growing Up? Why Did You Choose the Forest Service for Your Career? What is the Best Thing About Spending Time Outdoors?

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Thank you

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