Habitat Exchange: Magazine Ad
The Habitat Exchange is a new way to protect wildlife, providing private landowners with incentives to improve their land in ways that improves habitat for species at risk. It’s a disruptive transformation of traditional wildlife conservation methods, which often require setting aside broad swaths of land, taking them out of other productive use.
Uncovering the insight that this was similar to crowd-sourcing homes for wildlife–and, keeping in mind that many of the audience targets we were interested in reaching were among the Silicon Valley set of Uber and Air BnB investors and early adopters–our team came up with the positioning of “Air BnB for Wildlife”.