National Parks Service YCC
Client:
National Parks Service
Category:
Commercial
Overview:
NPS wanted to a video showcasing the beauty and diversity of various National Parks, emphasizing conservation efforts and inviting young adults to join a summer youth program.
Credits:
Cinematography, Post-Production, Illustration, Animation
Commercial
Purpose
Many young adults today are disconnected from nature and unaware of career paths in conservation. The NPS needed a dynamic and emotionally engaging campaign to attract a new generation of environmental stewards.
Problem/Challenge
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Awareness & Engagement: Many young people are unfamiliar with the YCC and its opportunities.
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Perceived Relevance: Outdoor conservation work can feel distant or inaccessible to urban and digitally focused youth.
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Competition for Attention: The campaign needed to stand out against entertainment, social media trends, and other career opportunities.
Results
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Increased Applications: The campaign led to a measurable rise in YCC applications, particularly among urban youth.
High Engagement Rates: Social media videos saw strong interaction, with young viewers commenting on their interest in conservation work. -
Positive Feedback from Participants: Featured YCC members expressed pride in sharing their stories and inspiring others to join.
Approach
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Authentic Storytelling: The campaign featured real YCC participants sharing their experiences, personal growth, and newfound appreciation for nature.
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Adventure & Impact Focus: Showcased young adults in action—hiking, restoring trails, protecting wildlife, and building connections with their peers.
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Cinematic Visuals: Used drone footage, time-lapses, and immersive close-ups to capture the breathtaking landscapes and hands-on conservation work.
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Career Pathway Insights: Highlighted how the YCC experience serves as a gateway to careers in environmental science, national park services, and sustainability.
Process
2024 MUSE Creative Awards Gold Winner
