The Nature Conservancy (TNC) has been a conservancy leader for the past 70 years, accomplishing incredible work at a global scale. But for too long, conservation narratives hadn’t centered on those hurting the most: local communities feeling the impact of climate change every day. With the rising issue of environmental justice, The Nature Conservancy needed to evolve its story and introduce itself to a new audience.
"Intersectional environmentalism is an inclusive version of environmentalism that advocates for both the protection of people and the planet. It identifies ways in which injustices happening to marginalized communities and the earth are interconnected."
Leah Thomas - Intersectional Environmentalist
Faraway places requiring critical protection may seem irrelevant to our daily lives, but when it comes to climate change, we are all in this together. Kin and The Nature Conservancy collaborated to convey how present climate challenges are to young people in cities everywhere.
Our creative platform “We Are Nature” highlighted the interconnectedness of our health, that of our communities, and our planet: nature’s health is our health.
Our holistic approach consisted of an emotional film, surrounded by a digital ecosystem (social campaign, landing page, and influencer program) that supported it with rational facts about how we can all play a role in protecting the planet.
The campaign garnered 47 million impressions across 4 key cities.
Our engagement metrics also exceeded expectations—and benchmarks—across a number of social media platforms. Facebook, Instagram, and TikTok reported a 7.25 rewatching frequency per person. YouTube also reported a high view rate of 45.76%, compared to the average platform view rate of 31.9%—with a 1 in 4 completion rate for the longform, and 1 in 2 for the 15s spot.
Our Eco-Influencer content rounded out the media mix, reaching 119K individual accounts with high engagement, as well.
More importantly, we established a positive dialogue between The Nature Conservancy and grassroots organizations that promote environmental justice, creating an allyship where there was once a perceived disconnection. These new relationships are now paving the way for continued and more impactful collaboration, as the campaign rolls out internationally.