The Web Marketing Association is proud to present this 2021 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Advocacy Integrated Ad Campaign, Best Non-profit Integrated Ad Campaign
Protect Our Winters (POW) tasked us with mobilizing outdoor enthusiasts to cast a ballot for climate champions in the 2020 election.
We knew we needed to stand out from the avalanche of election-related content, but we also knew that our message needed to bring people together around common ground, not further divide them.
It seemed that patriotism and fighting climate change were two ideas that didn’t hang out together. But they should. Actually, fighting to save the land we love is the most patriotic thing we can think of. And so “Love the Land, Make a Plan” was born.
Everything we did shone a light on this reconciliation between love for country and love of land. And the campaign made an impact:
• More than 170 athletes and brands blasted our message to 13 million+ followers.
• We got 295,000+ likes, comments and shares.
• Our “Common Ground” video was viewed over 300,000 times.
• Campaign efforts were covered by media outlets such as Ad Age, Forbes, Associated Press, The New Yorker, Powder, Teton Gravity Research and many more.
Perhaps most importantly is whether or not we helped elect climate champions. Since election day, America has canceled the Keystone XL Pipeline, rejoined the Paris Climate Agreement, blocked drilling in the Arctic refuge, made a big first step in curbing greenhouse gas emissions, and appointed the first ever Climate Envoy.
And that’s what we’re really proud of.
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