BLACK REACTIONS
Problem: In 2018, only 6% of visitors identified as Black, according to a report, a slight decline from the previous year.

Insight: Black slang and vernacular is rarely pointed towards the outdoors.

Idea: Let’s combat that stigma by putting Black people into National Parks through a minimal OOH campaign that pairs images of natural beauty from the parks with common Black reactions of awe and wonder. In doing so, we’ll help Black people imagine themselves being blown away by breathtaking landscapes of our country and encourage them to put themselves out there in the great outdoors.