American Cleaning Institute, 2013 ACI Sustainability Report
Honeywell Hometown Solutions, Green Boot Camp
The U.S. Green Building Council, Green Apple Day of Service
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Best Green Initiative
The Nature Conservancy’s campaign focuses on historic flooding in Illinois
The group educated the public on the importance of natural solutions like floodplains to manage floods.
Conservation isn’t a sexy subject or particularly media-friendly.
That’s why when historic floods rained down in Peoria, Ill., The Nature Conservancy seized the opportunity to illustrate the significance of wetlands and other conservation best practices.
It used a combination of air and land tours, videos, a microsite, and more in its campaign, which won the prize for Best Green Initiative in Ragan’s 2014 PR Daily Awards.
Several media outlets and bloggers covered the campaign, including the Chicago Sun-Times, the State Journal Register, the Peoria Journal Star, Prairie State News, and FloodList.
Here’s a look at each tactic:
- Tours. The Conservancy rented a Eurocopter and offered air tours over the Illinois River near a conservation site to show the impact of the flooding. Representatives also took reporters on a land tour to show them firsthand how the levees built in the 1920s protect the farmlands from floods.
- Online animation. The group created www.nature.org/floodplains to easily explain what floodplains are and how they release the pressure and intensity of watersheds overcome by flooding. The animation explains the negative effects that floods cause. Dale Bowman, a Chicago Sun-Times reporter, linked to this page in his coverage.
- Traditional outreach. The group created video/B-roll, photos, blog posts, and its own YouTube video analyzing the flood, “Working with Nature to Manage Floods.”
- Social media. The Nature Conservancy posted images of flooding on its Facebook and Twitter channels, driving the public to various elements of www.nature.org/flooding.
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