A vintage postcard inspired campaign to increase a sense of Black well-being in the outdoors and encourage visits to National Parks.
PROBLEM
Since the 1960s, Black people have been the least likely U.S. population to visit national parks.
For Black people, national parks are a largely untapped resource for mental healing and physical activity.
INSIGHT
Black people & other POC feel alone & isolated when doing outdoor activities. It can often seem like they are the only black or brown face in a forest of white.
Let’s make sure that Black people know that there is an outdoor community waiting for them.
IDEA
Created in partnership with POC-centered outdoor organizations, the “We Out Here” OOH campaign will feature billboards, city wheatpastes & downloadable National Park Service posters that depict Black people in the great outdoors.
MUSIC, A LINK BETWEEN CITIES & THE OUTDOORS
“We Out Here” posters on city streets will include QR codes that link to a Spotify playlist featuring uplifting songs, sounds of nature, and interviews with Black outdoors people.
Listen to the “We Out Here” playlist: 1. Go to the search bar in Spotify 2. Click the camera icon 3. Scan the code
