When we started working on the Purple Mountains project with Jeremy Jones, we never set out to win any awards, the point was to team up with Protect Our Winters to turn outdoor enthusiasts in communities all across America into environmentally conscious voters. Now, Purple Mountains is nominated for a Shorty Award honoring the best use of digital and social media channels in the sports space. Vote for it now! And if you haven’t watched it already, give it a watch on TGRtv.
From POW: Jeremy Jones found that regardless of party or viewpoints, he could connect with most of his peers around one thing - their love of the outdoors. With this knowledge, we wanted to create a new coalition of environmental voters by increasing voter turnout among the outdoor community. Leveraging his new documentary Purple Mountains, we set out to increase the number of voters for the 2020 election, specifically compelling the outdoor sports community to vote with the knowledge that the climate crisis is threatening their way of life. This community consists of more than 50 million potential voters, many of which identify as undecided and we wanted to connect directly with them, especially in purple states. Our goal was to provide them with information about the climate crisis that pertained to them on a super local and specific level so they could understand the changes they were facing and experiences due to environmental issues and then immediately provide them with the next step to get them ready to vote, with Protect Our Winters’ Make a Plan to Vote tool.
We navigated this campaign by identifying our goals as: connecting common values across the political spectrum; overcoming the cynicism that prevents action; supporting POW’s “outdoor state” of environmentally motivated constituents; increasing voter turnout in swing races.