Arizona Game & Fish Department
Conserve & Protect Campaign
Arizona Game & Fish Department was best known for selling hunting and fishing licenses. But the true mission of the organization is to conserve & protect Arizona’s wildlife now and for future generations.
Our goal was to help Arizona residents understand who is responsible for wildlife conservation in the state — and that it’s a cause worth donating to.
Why did they come to Off Madison Ave?
AZGFD wanted to develop a comprehensive statewide outreach campaign to help Arizona residents understand how wildlife management and wildlife conservation efforts within the state are paid for. To make the campaign a success, we had to make wildlife conservation personal and relevant to those who don’t hunt or fish.
The Department uses its Wildlife Restoration Funds to benefit the state’s wildlife, both for this and future generations to enjoy. To make the campaign a success, it was imperative to make wildlife conservation personal and relevant to those who don’t hunt or fish.
This required bridging a gap between the Department’s base and a new cohort of Arizona residents that should care about the Department’s efforts.
How did Off Madison Ave tackle their challenge?
Our immersion process included a series of interviews and informational sessions across the Department’s stakeholder groups, including biologists, partners, hunters, anglers, and more, as well as with members of the general public. From these we honed in on one universal insight:
When asked, nearly everyone could describe a moment when they saw wildlife in nature. And all recounted the experience with awe.
We then created a campaign showcasing “magic moments,” those remarkable yet recognizable instances when people have seen wildlife in action and paused simply enjoy it.
Our message: These moments are made possible thanks to the Department’s efforts to restore and conserve Arizona’s wildlife.
Media tactics consists of both on- and offline tactics, including television and radio, digital display and social ads, newspaper and magazine ads, direct mail and a variety of outdoor executions.
What were the results?
The original engagement was for a two-year campaign focused solely on raising awareness (no donations ask was allowed based on how the campaign was paid for). We conducted a pre- and post-campaign survey to gauge effectiveness of the campaign.
Awareness increased by 20% as a result of the campaign
Improvement was recorded within every demographic subgroup studied
After the first two years, this initiative became an integral part of the Department’s marketing effort as a whole. We continue to evolve the creative, incorporating donation-driving tactics that have generated more than $1 million in direct donations a total of 10,000 donors and counting.
