Speak Up for Nature

The Nature Conservancy, 2019/20 Earth Month campaign

Roles:
Concept development
Design

With the aim of inspiring audiences and demonstrating how collective action adds up, The Nature Conservancy’s global Speak Up for Nature campaign sought to elevate stories of people affected by climate change in their daily lives. In development for Earth Day 2020, the campaign would share individuals’ stories via short video and audio pieces—each one ending with the phrase, “I’m speaking up for nature because ___.” Story snippets would also be highlighted on social channels using static graphics.

To show both the individual and the collective, I used dots to to represent stories and voices. An elevated dot paired with each person’s story gave a sense of individualism while also referencing the power of many voices coming together for change.

Social assets were developed for promotion across Facebook, Twitter, and Instagram leading up to Earth Day, and templates were created for ongoing content generation through the month as new stories were shared with TNC. The package also included robust visual identity guidelines to assist state and regional chapters in developing localized content for their audiences.

While asset development and finalization continued into early 2020, the campaign was ultimately shelved in response to Covid-19 and TNC’s shifted intention for Earth Day.

(Pictured: Sample of social assets and templates developed)

Art Director: Christopher Johnson | Photo: Alex Snyder/TNC

Guidelines

To assist state and regional marketing chapters as they developed localized stories and assets in line with the global Speak Up for Nature campaign, visual style guidelines were developed for distribution alongside templates. (Pictured: Sample of guideline pages)

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