The Nature Conservancy
Shared Mission: Bring Our Brightest Minds and Innovations to Nature
The impact needed was straightforward but not simple: inspire and engage the next generation of California leaders to support The Nature Conservancy and their innovative work to help nature do what it does best — sustain all life on Earth.
In a time when concern for the environment had been consistently trending down behind other issues, to attract a new generation of technology oriented California innovators and funders, we knew we had to do something entirely different than a standard PSA campaign.
what we did
We developed the shared mission architecture, and the creative campaign and platform under “This Is Our Future”, that married The Nature Conservancy’s innovative approach to conservation with the pioneering spirit of Silicon Valley and California in general —destroying the the tired paradigm of human progress at odds with nature’s needs and harnessing the innovation of the tech industry for nature.
The program architecture was designed to apply to a variety of issues that The Conservancy addresses from water conservation to protecting animal habitats to developing more sustainable fishing practices. Instead of standard PSAs, enso proposed the campaign be communicated through an actual innovation challenge that would create a real solution which invited Silicon Valley’s best and brightest to develop and apply cutting edge technology to a real conservation problem; a VR experience to immerse innovators and donors in the problem in way that would be engaging for them; and building partnerships with tech and creative capital to bring it all to life.
The first campaign in this new model launched with a VR experience that put donors in the middle of a fishery to get a first hand look at the often unseen complexities of an overfished and unmonitored ecosystem. The campaign also partnered with Kaggle to call on their 200,00-300,000 data scientists to help bring AI and image-recognition enabled monitoring to the long-line fishery in the Western and Central Pacific. Operating under the principle that if we can see it we can save it, this approach helps better enforce fishing regulations in the region—reducing the amount of bycatch and overfishing—and ensuring that tuna is a reliable resource for years to come.