-
Conservation International
The Challenge
Protect An Acre Experience
Conservation International is committed to changing behavior and creating a movement to help protect plant and animal diversity. With an established presence in over 40 countries on four continents, CI relies on its global website to not only help spread awareness of its mission, but to also impact consumer behavior. CI knew that while most people believe that climate change is an environmental crisis, they don’t realize that one of the quickest ways to reduce worldwide CO2 emissions is to protect forestland. Additionally, the average person doesn’t connect the dots between forestland lost far away and the impact it has on their own homeland. As Conservation International’s online partner, Atmosphere was tasked with bridging the message gap and driving people to make donations in support of climate change reversal.
-
Conservation International
The Solution
Protect An Acre Experience
Seizing on the powerful notion that protecting forestland far away could have a direct impact on environments at home, we created the “Lost There, Felt Here” campaign. The participatory centerpiece was a multimedia experience that brought a simple proposition to life: all it takes to start reversing climate change is the protection of a single acre at a time. To encourage prospective donors to give $15 to protect an acre of their own, we created informative animations that brought to life all the diverse wildlife their chosen acre supports, and provided pathways to view behind-the-scenes stories on Conservation International’s global efforts to address this critical environmental issue. And to make the interaction as social as it was emotional, we housed the experience in an interactive virtual forest where acres could be tagged, saved and shared.
-
Conservation International
The Results
Protect An Acre Experience
In an increasingly cluttered space, the Protect an Acre experience has made an impact online — and even more importantly, continues to impact the world offline. To date, more than 22,000 acres have been protected, raising more than $330,000 in donations. On the post-launch analytics side, Conservation International enjoyed a 38% increase in site traffic and a 20% lift in average session length. The experience has also resonated within the industry, with the effort garnering a Webby, a Gold New York ADDY and the WebAward for Non-Profit Standard of Excellence.
