During Earth Month 2016, the National Recreation and Park Association (NRPA) collaborated with The Walt Disney Company, including Disney Citizenship, Disney|ABC Television Group and ESPN, to expand its Parks Build Community initiative.
Communities and individuals had the opportunity to vote for a favorite park or project for a chance to receive a $20,000 grant. Synaptic Digital promoted the campaign on social media and radio to drive users to the official registration and voting page to cast their votes.
A Radio Media Tour kicked off the program with 22 local and regional interviews. A national Audio News Release garnered over 20 million impressions. Facebook and Twitter campaigns encouraged people to “get out and vote” and show support for the parks in their communities. Posts on leading websites such as Huffington Post, MSN and NBC News also promoted the messaging.
The campaign resulted in a 63% year-over-year increase in unique visitors to the NRPA.org / BeInspired website.