The Wetlands Initiative
The Wetlands Initiative designs, restores, and creates wetlands in the Midwest region. For over 25 years, they have employed engineering and ecology to improve water quality, habitat for plants and wildlife, and our climate. These beautiful places are also delightful for hiking, paddling, birdwatching, and enjoying the outdoors. Alongside the Curmudgeon Group team of creatives, I was tasked with developing the look and feel for this organization’s first brand awareness campaign. The goal was to reach new younger audiences and promote the critical need for these diverse ecosystems through a playful, yet science-based approach.
The campaign launched in February 2022 with a digital campaign. We leaned into the month of love with letters of adoration between wetland species. The next phase of the campaign extended into May for American Wetlands Month, which included more social engagement, a Chicago Transit Authority train takeover and a fundraising print piece.
❏ Print Advertising & Marketing
▨ Social Media Campaign
➮ Landing Page
Social Media
Based on little-known scientific facts, the May digital campaign shared a cheeky and colorful way to educate TWI’s followers on the wetlands’ most fascinating species and greatest benefits.
Landing Page
In an effort to create a cohesive integrated experience across channels, I designed and built an intermediate landing page consistent with the messaging and look of the campaign materials. It helped usher visitors to the main TWI website to learn more about the organization. It was also home to the Eco-Harmony Compatability Quiz, which successfully increased the time visitors spent on the landing page engaging with the brand.
Print Materials
While public awareness was the primary goal for the campaign, TWI wanted to extend the look and feel of the campaign to its regular annual marketing efforts, which included their most expansive mailing initiative soliciting direct donations and annual report.
February Month of Love
Kicking off on World Wetlands Day, we wanted to showcase the important relationships between wetland species through light-hearted love notes to one another. Inspired by the Bumble app, a handful of special species were given their own dating profiles to show off even more of their personality and invite viewers to fall in love.
Inspired by the Bumble app, a handful of special species were given their own dating profiles to show off even more of their personality and invite viewers to fall in love.
Inspired by the Bumble app, a handful of special species were given their own dating profiles to show off even more of their personality and invite viewers to fall in love.
Inspired by the Bumble app, a handful of special species were given their own dating profiles to show off even more of their personality and invite viewers to fall in love.
IN THE WORDS OF THE CLIENT: “With Katy Osborn and Jenny Boehme as the copywriter and art director for our Curmudgeon Group team, we’ve already completed several executions across direct mail, social media, and out-of-home--each of them marked by eye-catching, vibrant visuals and smart, witty copy.
What has made the campaign most special is that we are all learning from one another: Katy and Jenny about ecological restoration, and the Wetlands Initiative about expanding how we convey our mission and values. On top of their eco-creativity, it’s their willingness to engage in such a collaborative process that makes them stand out for us.”
Suzanne L. Wagner Director of Development & Communications
NEW FOLLOWERS242
SOCIAL IMPRESSIONS76,581
LANDING PAGE VISITS