While the majority of Americans—including members of Congress—describe themselves as conservationists, the commitment of federal funding for land and water conservation is waning. Funding has been on the decline since the 1970s and is soon projected to dip below one percent of the annual federal budget.

We saw the opportunity to tap into widespread, non-partisan support to build the collective voice to hold Congress and the administration to account, drawing on existing partnerships and new ones, while reaching influential constituencies.

We developed the release strategy to attract new coalition members and promote the economic benefits of conservation among influencer audiences. The launch event generated buzz and drove attendance. The website, social, video and earned media assets, and a toolkit helped amplify.