racing extinction
digital content strategist | UX | social media lead
Vulcan Productions broke new ground with it’s Racing Extinction campaign. From the international broadcast of the film on Discovery in late 2015 — which reached 35 million viewers around the globe —
to events, educational outreach and online mobilizations, our campaign had wide impact, from the statehouse to the dinner table. We began in the fall of 2014, and more than six years later, our community of more than 600,000 people — the largest at Vulcan — remained engaged and poised for action.
With Racing Extinction, our ultimate goal was to educate and activate the public on the threats facing endangered species, and to advance policies to protect those species and their habitats. To achieve that goal, we organized our campaign around two main areas: education and advocacy. We needed a digital platform and content strategy that would make people care and drive them to action - while also supporting the film and our partners at Discovery.
Collaboration
I oversaw and collaborated on multiple components of this initiative including digital content strategy, web development, digital video production, social media strategy, and measurement and evaluation. The incredibly talented team at Human Design created the web platform.
Impact
While Racing Extinction’s worldwide broadcast event on Discovery set viewership records in December 2015, our successes reaching and activating audiences via online channels were equally significant. The Racing team’s digital efforts combined short form video content, online events, social media engagement and strategic partnerships to build a dynamic community which continues to grow today, almost two years after the film’s broadcast premiere.
These efforts drove audiences to the broadcast, extended education beyond traditional environmental audiences and activated supporters who advocated for policy change and the local, state and federal and international levels, and changed their own behavior.
The Racing Extinction online community is the largest and most active platform in Vulcan’s environmental portfolio. Overall, our digital efforts reached more than 50 million people across the globe through the website, social media and broadcast. Our activity led to more than 50,000 POLICY ACTIONS (e.g. petitions, letters and calls), and an additional 28,500 individuals changed their own behaviors with the Racing Extinction Challenge.
