The Nature is Speaking campaign on behalf of Conservation International was designed to be a global campaign, not a regional one. The power of the campaign is the universality of the messaging, delivered in the voice of Nature. Conservation International is racing to activate public policy and sustainable corporate practices to save our oceans, our air, our food supply and natural resources around the world. Given rigorous financial restraints, media was restricted to donated screens at cinemas, airlines, hotels and airports. Social channels were optimized, including Youtube, Twitter, & hashtags, This nimble use of media paired with the social followings of celebrity brought over a billion views to date to Conservation International, the worlds foremost global NGO dedicated to conserving the planet’s resources and the quality of life for humanity. Optimizing the powers of entertainment, this campaign is spreading globally to Brazil, China, India, as well as European nations where pressing issues of forestry, mining & coastline preservation are at stake. By engaging social distribution the constraints of potential censorship are mitigated and the voices of the world’s concern are activated and heard. This campaign is using Branded Entertainment to foster a movement. And it is working.

Due to the minimal media budget, The Nature is Speaking films were pushed out through CI’s social channels, their partner’s pages as well as other influencers and celebrities (Oprah, Richard Branson, etc.) blogs and pages. The campaign had digital banners, movie posters, GIFS and other science based fact graphics that we’re pushed out through social media.

Each character had it’s own twitter account that carried on conversations with each other and other relevant followers i.e., The Weather Channel. We also partnered with HP on the Million Dollar Hashtag, where each time someone used #NatureIsSpeaking, HP donated $1 to CI.

The main objective for the Nature Is Speaking campaign was to increase awareness for Conservation International. Primarily distributed online and through social media, the campaign got more than 3.2M total video views and 1.7B impressions. And, in just 3 months, awareness of CI increased by 4%, higher than all competitive organizations measured.