Designing global audience engagement strategies for Emmy-winning documentary storytelling
A Netflix Original Series
Read Benn's original impact proposal
The Problem / Opportunity
How do you turn a landmark nature documentary into a global movement for wildlife protection?
The Role
I developed a theory-of-change-driven impact campaign for Netflix and Count Us In, creating a global engagement strategy and aggregator platform for Our Great National Parks, narrated and produced by President Barack Obama.
The Outcome
The campaign invited audiences worldwide to document and share their relationships with national parks, connecting everyday wildlife to the world's most protected landscapes
The concept Wild for All speaks to the importance of protecting wildlife: we need wildlife and it needs us. We created a playful and relatable identity that ties together everyday wildlife with that of the the great national parks of the world. Produced several pieces with President Obama, and a campaign challenge to people around the world to document their experiences in national parks around the world. The Obamas promoted it on their social media accounts, President Obama talked about it with Al Roker on the Today Show, and outlets from Forbes to Harper's Bazaar to the BBC covered it's launch. President Obama even won an Emmy for his narration!
