Patagonia: Elect Climate Leaders
BRIEF
This was the second time Patagonia endorsed candidates running for local office in the US. For the 2020 Elections campaign, the brief asked for an educational platform for US voters, and an engagement campaign to galvanize support around four candidates who demonstrated a commitment to conservation and climate action. This cross-category, national brand campaign launched in the fall of 2020 with a simple message: Vote climate deniers out of office. Our team worked closely with the elections strategy and legal teams, partners in the sport product categories, e-commerce and retail, and local environmental groups.
This multi-phase campaign kicked off with Make A Plan to Vote, a tool to help customers find information about their polling place, mail-in voting and election deadlines, as well an interactive map created in partnership with the League of Conservation Voters. We also created targeted Phone2Action and e-mail campaigns to activate Patagonia customers in four states: Arizona, Maine, North Carolina and Montana. To engage with the sport community, a core Patagonia audience, we created an engagement campaign that made it easy for Patagonia athletes to encourage their communities to make a plan to vote. Our omni-channel media plan ensured a good distribution of content from launch to Election Day.
ROLE
Lead Copywriter / Content Strategy
CREDITS
Creative Director: John Goodwin
Art Director: Stephen Rockwood
We had a lot of fun producing this series with Patagonia athletes, mixing sport stoke with the importance of voting. See my favorite here.
We created this map in partnership with the League of Conservation Voters, to make it easy for customers to know who are the climate champions running for office in their state.
I also produced editorial content to inspire readers to vote for public lands and climate champions. Read Public Enemies, by me, here.