The goal of this campaign was to educate climate advocates across social media about protecting the Western Arctic from oil and gas development, with a call-to-action driving them to submit public comments. We worked with content creators to break down the Arctic's greater environmental impact and how Big Oil threatens this critical ecosystem. Building off a major win -- the protection of 10 million acres of Arctic land -- we sparked urgency around a 60-day window where public input could help secure more protections.
The power of public participation drove this work, especially amid a particularly tense political climate. The Biden Administration had an opportunity to set a precedent for sustained wildland protections, and by harnessing the power of social media, climate advocates could take matters into their own hands. Our content strategy included avoiding traditional "PSAs" for more personal and actionable messaging. From July 2024 to September 2024, we partnered with creators to share authentic stories about why they cared about Arctic protection -- from wildlife protection to Indigenous rights -- making a seemingly distant issue feel immediate and relevant. We turned a complex policy opportunity into bite-sized, shareable content that convinced audiences they could make a difference by submitting comments.
We built sustained engagement through trusted voices who could explain why Arctic protection matters to different communities. Each creator added their piece to a larger story about climate action, environmental justice, and the power of public participation. Rather than one-and-done posts, creators shared story series that built narrative momentum, each part adding urgency to take action. When we noticed link clicks weren't hitting our goals, we adapted fast. Working with our most engaged creator partners, we produced a second round of content leading up to the comment period's final week. This gave audiences time to absorb the message while creating a sense of urgency to act ahead of the deadline.