How do you convince political conservatives that responsible use and protection of the natural environment is not only good for the planet and its people, but good for the economy?
Advocacy groups like Environmental Defense Fund (EDF) face these challenges daily, but none have found the right messaging to convince the right wing that environmental stewardship and economic prosperity are not mutually exclusive.
Based on extensive research and demographics studies, I determined that a campaign targeted at politically conservative moms age 30 to 44 had the best chance of increasing membership by conservatives to create a nonpartisan voice.
Traditional advertising for the EDF focused on photos of wildlife, natural settings, and polluting. In order to appeal to the target audience I chose images of children and families, and used messaging to convey that the EDF works for people as much as it does for animals and nature, and finds ways to be environmentally-friendly and economically-friendly.
I designed and wrote the copy for this testimonial ad. The ad features Angie Harmon, a politically conservative celebrity, and her children.
