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Wednesday, February 23 • 10:30am - 11:15am
Track 1: The YAYA View of Conservation & Creative Campaigns to Help Connect the Dots

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Youth and young adults (YAYAs) in this country have a strong market impact and are shaping our conservation future, including how they connect with the outdoors. Research shows the YAYAs care deeply about environmental issues and, at the same time, are also stressed and burned out. Whether they know it or not, nature is a healing place, so how can we connect the dots and make nature needed in their lives? We asked the YAYAs to help us answer this question.

We engaged the top journalism students at a university, who provide premier, student-staffed, advertising services to national clients such as Ocean Spray and Chevrolet, to help us develop a conservation relevancy campaign focused on 18- to 24-year-olds. This presentation will share what we learned, including:
  • Gaining a better understanding of the YAYA audience, including research on motivations and preferences for engaging with the outdoors;
  • Seeing several different creative campaigns designed directly by YAYAs to connect them to the outdoors and have conservation be more relevant;
  • Learning how one state fish, forest, and wildlife agency is working to connect the dots with YAYAs through a YAYA marketing campaign

Time allowing, participants will also have a chance to ask questions and share their own best practices for reaching YAYAs.

avatar for Heather Feeler

Heather Feeler

Missouri Department of Conservation
Heather Feeler, communications branch chief with the Missouri Department of Conservation, spends her professional time chasing interesting conservation stories and connecting people with nature. Her team is responsible for statewide news, social media, video, marketing, magazines... Read More →

Wednesday February 23, 2022 10:30am - 11:15am MST
Room 1

Attendees (1)