“To Conserve and Protect” Campaign

Situation: Arizona Game and Fish Department, who receives zero general tax dollars, had a perception problem of being an organization which only sold hunting and fishing licenses, when their true mission is to conserve and protect Arizona’s wildlife.

Objective: Launch a statewide campaign raising awareness and educating the public about funding sources for wildlife management and conservation.

Approach: Target audiences most receptive to the messaging and likely to expand the base of funding with a campaign directed at those magic moments when encountering Arizona’s wildlife.