Since 1953, Keep America Beautiful (KAB) has pledged to make the country a cleaner, greener, more beautiful place to live. Inspiring millions of Americans to take action along the way.
Over the years however, awareness of the organization has dwindled. Their most prominent message: The Crying Indian PSA – one of the most famous of all-time – is from the 70's. And long forgotten.
With their 65th anniversary approaching and the need to reach a new generation of stewards, Keep America Beautiful saw this as an opportunity to work with Rauxa to reboot their brand.
Our audience: Today's outspoken youth.
While the furthest away from our brand in terms of awareness, these Millennials are the most willing to support causes and organizations they believe in. So we gave them something to believe in!
Launching a national campaign titled "Let's Talk About America" in May 2018, Keep America Beautiful sought to achieve the following objectives:
As a first step to developing our strategy, we conducted primary research, where we learned Americans, especially Millennials, are willing to support cause-based organizations they believe in, but only if they're confident of their impact. They need to see what makes their involvement critical and how their contribution of time or money will be used. And for them "think global, act local" is no platitude – it's a way of life.
To overcome our awareness challenge and inspire a new generation of supporters to act with the confidence that their involvement with KAB really would make a difference, we needed to start a real conversation, and grab the attention of Millennials everywhere using the following tactical efforts:
1. Developed a New Brand Identity: We first started with developing a new logo for KAB. The new logo is a symbol for those willing to come forward and lend a hand. The voice is one of this generation: younger, more involved, and more informed. And our new visual identity is inspiring - designed for impact. Placing action over words.
2. Launched a Brand Campaign: Next to create awareness and drive engagement we launched a national campaign titled – "Let's Talk About America". The creative reflected an inclusive representation of America and all of its diversity – from age, gender, and ethnicity to city, beach, and rural landscapes – designed to resonate with millennials on a personal level and encourage their support. The campaign elements included the following:
Together, these elements helped reintroduce a brand that had been quiet for almost 50 years!
Rauxa helped transform Keep America Beautiful into an empowering brand America's youth could be proud to be a part of. Results by objectives include the following:
Objective 1: Create awareness by reintroducing the KAB brand to a new generation
Results: Donated media is responsible for millions in media dollars that have helped amplify our message and create increased awareness around KAB
Objective 2: Increase engagement of KAB as an organization
Results: The campaign is reaching people who are younger than the last KAB advertising effort (The Crying Indian, 1971)
