25 Years of People + Parks Campaign
AD: Jessica Adamson | CD: Stephanie Skaggs | My role: Writer | Agency: Springbox
For over two decades, Austin Parks Foundation (APF) has helped maintain the city's 300+ parks. But too few Austinites know what the foundation does — or that they're facing a massive donation deficit. Our solution: leverage APF's twenty-fifth anniversary as a reason for a city-wide celebration, and, as a result, increase awareness of the foundation and its efforts.
As part of the celebration, we'd tap local artists to decorate 25 hummingbird sculptures, then place them in parks across Austin. Each sculpture would have a plaque driving audiences to a digital experience which would include: a recorded story about the park told by an Austinite, a map of all parks around the city and information about APF — including how to donate to the organization. We'd promote the experience through social media and giveaways, and, at campaign's end, auction off each unique hummingbird with all proceeds going to back to the organization.
Volunteer/Attendee Digital Experience
AD: Jessica Adamson | CD: Stephanie Skaggs | Agency: Springbox
To better serve volunteers, volunteer coordinators and Austin Parks Foundation event attendees, we proposed creating an experience that better organized information relevant to each audience. Through this digital hub, coordinators could easily send details about the volunteer activity to participants (including a park map, checklist of what to wear and bring and coordinator contact information). They would also have access to talking points to encourage volunteers to stay involved (and even donate) when their shift ended. Austinites attending APF events (i.e., Movies in the Park) would also be prompted to use the hub via marketing at the events themselves. Attendees could access a list of future park events, and equally important, learn more about APF, ways to get involved and how to donate in the moment.