The Objective
Inspire Californians across every community to take part in Point Blue’s Roots Program to help conserve our state’s natural and working lands and foster climate change resilience—ensuring nature, wildlife and people can thrive for generations to come.
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The Creative
We created short and long-form films, and various social assets to appeal to audiences on an emotional level and celebrate the deep connection between people, wildlife and nature—reminding people we’re all part of the ecosystem. In each video, we showcase the diversity of participants in the Roots Program and their conservation projects—from ranch owners to farmers to indigenous land stewards to kids restoring their local habitat. The short-form video is an anthemic rally cry that speaks to the heart. The long-form video digs deeper and speaks to the mind, getting people to think about the differences they can make, big and small, with the support of the Roots Program.