Our partnership with The Wilderness Society was designed to address the disparities in access to outdoor spaces caused by socioeconomic and structural inequities. These barriers disproportionately affect historically marginalized communities, limiting their ability to experience the mental, physical, and communal benefits of the outdoors. Through bold, visually striking designs, the project aimed to educate audiences about the root causes of these inequities while inspiring them to take meaningful action.
The collaboration focused on two key objectives: 1) raising awareness of how disparities in funding, infrastructure, and systemic exclusion hinder outdoor access for lower-income individuals and families, and 2) catalyzing advocacy for increased investment in parks, outdoor engagement programs, and inclusive third spaces. We recognized that education is a critical step in fostering engagement and by helping audiences connect with the deeper systemic challenges, we sought to drive a stronger commitment to championing outdoor equity.
The campaign utilized a blend of mixed-media collaged photography and human-centered storytelling to illustrate the importance of accessible outdoor spaces for all. Every element of the design was crafted to not only inform but also inspire action, encouraging audiences to amplify the message and advocate for change. By seamlessly merging education with advocacy, the project aimed to create a ripple effect—transforming informed viewers into active supporters of equitable solutions for outdoor access. This alignment of creativity and purpose ensured that the campaign left a lasting impression, sparking conversations and mobilizing communities to prioritize outdoor equity for everyone.
The carousel uses both a combination of collaged cutouts from externally-sourced photos of nature and authentic images of individuals from The Wilderness Society's archives to ultimately tell a cohesive story of outdoor equity all while embracing the dynamic, boundless beauty of nature. Each slide features a rich palette of colors, intentionally selected to reflect the endless diversity of nature itself. By incorporating a multitude of hues and shades on each slide, the design reinforces the idea that nature has no sole identity—it is vibrant, inclusive, and ever-changing, just like the communities we aim to represent. This was further emphasized through the free-flowing structure of the graphic design; text and imagery broke away from rigid, templated formats, mimicking the free, unrestrained flow of wilderness. This approach created visually distinct slides that, when viewed as a whole, delivers a unique and seamless narrative about the interconnectedness of nature and equity.
One of the project’s greatest challenges was balancing design with clear messaging— it was vital to ensure that the aesthetics of our design did not overshadow the written issues of inequity we sought to highlight. After all, without proper deliverance of written context, we would have immediately failed to meet our objective of raising awareness. We overcame this by mindfully curating each slide’s content and layout, ensuring a balance between engaging visuals and text.
Another challenge was incorporating images from The Wilderness Society’s archives alongside other external photos, as these images all varied in style and resolution. Through manipulation and thoughtful integration, we ensured these elements felt cohesive within the larger design.
What sets this project apart is its intentional synergy between design and message— the free-flowing visuals mirror the unrestricted beauty of nature, while the carousel’s narrative structure guides the audience through an emotional journey—from understanding the problem to feeling empowered to act. This seamless marriage of photos and text also lends an authentic, human touch, grounding the project in real stories and real communities.
Ultimately, this unique design approach created a piece that was both informative and immersive, inviting audiences to engage deeply with the concept of outdoor equity while celebrating the beauty and diversity of the natural world.
We successfully achieved our objectives by raising awareness about outdoor equity and inspiring action among our audience— the post performed 30% over benchmark and generated nearly 1,000 link clicks to The Wilderness Society’s petition, highlighting its effectiveness in turning awareness into advocacy.
While proprietary campaign metrics are confidential, the results clearly demonstrated the campaign's ability to connect with audiences on both an emotional and intellectual level. By educating viewers about the systemic barriers to outdoor equity, the carousel sparked meaningful conversations about inclusivity and access. The design’s intentional blend of bold visuals, authentic storytelling, and actionable content encouraged audiences not only to engage with the post but to take the next step in advocating for change.
This success reflects the strength of our partnership with The Wilderness Society, as well as the careful balance between creativity and purpose in the execution. The project’s ability to inspire action while celebrating the beauty and diversity of nature underscores its impact. We consider this effort a success because it not only met but exceeded our goals of fostering awareness and catalyzing tangible support for outdoor equity initiatives.
