NPCA’s Government Affairs team approached us looking for a way to promote their campaign for a dozen new potential park sites. Rather than use a typical fact sheet for each, we came up with the idea of creating “postcards from the future,” which document the important attributes of each site as a more tactile, visual way to express the message.
On their first trip to Capitol Hill, our lobbying team got a great response from legislators—one House staffer tacked every postcard to her office wall. In the months that followed, many Hill staffers referred to the sites as “the postcard parks.”
RESULT: In December 2014, Congress approved and the President signed the bill designating 11 of the 12 sites, as part of the biggest public lands bill passed in years. Pullman National Historic Site in Chicago was added to the Park Service via separate legislation, February 2015, making the campaign a perfect 12 for 12.
NPCA was the unquestioned leader in moving the legislation, and this marketing campaign played a small but crucial role in the achievement.
Concept, creative direction.
Design: Loren Klein.