The Trust for Public Land recently partnered with Citizen to launch “Our Land,” the first national marketing campaign in the organization’s 40 year history. With open space in America disappearing at a rate of 6,000 acres each day, “Our Land” is meant to spur a social movement and support The Trust for Public Land’s work with communities nationwide to create parks in our cities, and protect open spaces vital to our health, air and water.
Audiences are invited to help protect ‘our land’ by posting personal photos and statements expressing why parks and open spaces matter to them at tpl.org/ourland and on Facebook, Twitter and Instagram. The posts are part of a digital, social, and traditional media effort to raise awareness and drive dialogue about the essential connection between people and the importance of protecting our natural places. Citizen developed the campaign from strategy through implementation, and the TV spots and web videos were directed by Citizen founder Robin Raj. The campaign is currently running on Hulu, YouTube, and Tapjoy as well as through a national PSA distribution program.