Led by the intent to build the next generation of cultural and environmental stewards, The White House launched the Every Kid in a Park initiative in September 2015, granting fourth graders and their families free access to 2,000 federally managed lands, waters, and historic sites.

As a member of Civic Nation’s Creative Alliance—a consortium of companies dedicated to civic and social causes—we volunteered to lead this important initiative with an aim to drive awareness and engagement with educators, families, and students. Our work ultimately delivered a brand identity system, social campaign strategy, new website, and VR video experience featuring First Lady Michelle Obama.

“Because no matter who you are, no matter where you live, our parks, our monuments, our lands, our waters — these places are your birthright as Americans.” – President Barack Obama

Visualizing The Goal

Rooted in the playfulness of childhood, the identity for the Every Kid in a Park campaign pairs the badge down to a simple color palette, unified typography, an iconic form, and a systematic application across a range of collateral. A supporting set of expressive illustrations were also developed to pair with a new approach to the badge and help tell the story and spirit of community.

Pledging to Get #EveryKidInAPark

Inspired by fourth graders’ boundless imagination, pledge badges were designed to promote the initiative both inside and outside the classroom. As an extension of the brand identity, the badge illustrates a child’s peaceful expression while visioning their day at a national park. Fourth graders were prompted to draw how they imagine their day in the park, while parents and teachers were prompted to share a digital badge across social channels.

Bringing the experience online

Launched as the National Park Service celebrated its Centennial, serves as the #EveryKidInAPark campaign hub. Features of the website include access to an online community of individuals dedicated to furthering the movement, information on how to become a community ambassador, and an online resource guide for parents and educators. As part of bringing the Every Kid in a Park initiative to life digitally, we delivered art direction, content strategy, UX strategy and design, as well as full web development.

90 Million Media Impressions
600,000 Social Media Impressions

Virtual Adventure

To further build momentum around the initiative, we partnered with The North Face to create the Every Kid in a Park Virtual Reality Experience. Featuring First Lady Michelle Obama and Nolan Gould (of TV’s Modern Family), the video invites viewers to explore footage of Zion National Park and Bryce Canyon, then tour the Channel Islands National Park.

“This Centennial, we’re asking all Americans to ‘find your park’, so that everyone, including those from underserved communities, can experience these wonders…just visit”

President Barack Obama

“If every kid in the country is given the opportunity to explore our nation’s national parks and learn about their history, they’ll be more inclined to protect and preserve our parks in history in the future.”