Environment & Climate

USDA Forest Service: Agency-Wide Support

From recruiting to bringing awareness to smoke from wildfires, HCN Global has been implementing national and hyper-localized campaigns to increase access and engagement among underserved communities in Forest Service priority programs.

The Goal

Increase access and engagement among underserved communities in FS priority programs: Fire & Fuels, Smoke & Health, Recruitment, Managed Recreation: Family Focus, Products & Services

The Strategy

We implemented a national wildfire prevention campaign, with hyper-targeted localization by FS Region and State, focusing on mother and child safety (fire & smoke) and managed recreation. We also recruited diverse candidates, particularly for local jobs and regional fire hire.

The results

The campaign engaged in 80 Hispanic markets, reaching 106 million gross impressions via 195 HCN Affiliate Radio Stations. HCN’s La Red Hispana Social Media achieved a 429,866 Facebook reach, 7,661 engagements, and 214,066 Video Views. FS Spokesperson Media Interviews totaled 24, and partnerships were established with 5 external organizations.

The deliverables

We produced messaging and materials, including digital videos, radio PSAs, and digital and social media static & rich assets. We conducted media dissemination, paid multimedia buys, and earned media (radio, TV) with FS Spanish-proficient spokespersons. We utilized HCN Owned Channels (radio, social, web) and established partnerships with community-based organizations, non-profits, afterschool programs, public education systems, and private corporations.