The National Forest Foundation needed greater awareness and more people joining Friends of the Forest. Our idea started with a simple truth: even if you never set foot in a National Forest, you benefit from them — which makes all of us a little wild.

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We built an immersive microsite that let people “walk” through the forest, meeting wildlife, hikers, and scenes of recreation along the way. Paired with targeted social outreach, the experience dramatically expanded the community.

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The campaign grew Friends of the Forest from 78,000 to over 222,000, earning national coverage and outperforming every benchmark.