Campaign

Take a Hike

CLIENT

Appalachian Trail Conservancy

Overview

The mental health crisis is growing more urgent every year. One in five adults now experiences mental health issues, and less than half seek treatment. To celebrate its 100th anniversary, the Appalachian Trail Conservancy (ATC) launched a public service campaign spotlighting the world's longest hiking footpath to remind viewers of the mental health and wellness benefits of being outdoors.

GOAL

Redefine the phrase "take a hike" - and remind people of the powerful mental and physical health benefits of time spent in nature.

STRATEgY

Partnered with SNL veteran and hiking enthusiast Kevin Nealon to tell major dictionaries to change the definition of "take a hike” from a negative expression to a kind invitation to recharge and reconnect with nature.

Results

  • $81 million in donated and earned media

  • 85x more reach > paid advertising alone

  • 20% growth in email list in just 3 months

  • 25% YOY increase in funding

  • 86% of new donors and members were new to the ATC community

  • Nearly 1 Billion impressions