PROTECTING THE WILDERNESS AND THE PUBLIC—AND HAVING FUN DOING IT.

In 2020, everyone became an outdoor enthusiast. Remember? We sure did. But in New Hampshire, a sudden rise in recreation led to risky situations for new and inexperienced adventurers. There was an urgent need to educate the public on safety and sustainability. We were tasked with developing a program to answer the question: how do you keep people safe in the outdoors, while still having fun?

16+ STAKEHOLDER GROUPS. 18 TIPS. 4 CORE PRINCIPLES. ONE COHESIVE PROGRAM THAT (YES) EVERYONE AGREED ON.

After working with stakeholder groups across the state, we took our learnings and made their ideas actionable with the Wildly Responsible program. The idea? That adventure and safety can go hand-in-hand. That you can be wild and responsible. From a website and full-funnel marketing campaign to a set of principles, tips, and outdoor resources, we built an engaging, humorous-yet-serious-when-needed brand from the ground up.