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CONNECTING BIRD CONSERVATION & CATTLE RANCHING

Promotional video to launch Audubon’s innovative Conservation Ranching Program


CONNECTING BIRD CONSERVATION & CATTLE RANCHING

Promotional video to launch Audubon’s innovative Conservation Ranching Program


WHAT WE DID

Strategy

Video Production

The Challenge
Grasslands, and the birds that depend on them, have been in steep decline in North America. To change this unsettling trend Audubon is working with cattle ranchers across the country to keep grass on the landscape, and to ultimately create a better environment for both birds and cattle. Audubon’s approach includes market-based incentives for ranchers to adopt good grassland stewardship through a certification label on beef products, and marketing opportunities direct to Audubon’s large membership. Audubon wanted a way to raise awareness of the value of the program amongst their members. They asked us to help tell the story of why it’s important for bird-loving people to understand how their beef is produced and what that means for the future of grasslands birds.

The Solution
We produced a video centered on Nancy Ranney, a self-described ‘conservation rancher’ who has taken a holistic approach to managing her cattle ranch that puts healthy grasslands front and center. Against the beautiful backdrop of a New Mexican grassland, Nancy tells her story in her own words — her decision to change how the ranch had been managed previously, her partnership with Audubon, the positive changes she’s seen first hand, and her hopes for the future. Focusing on Nancy gives the viewer an intimate look at what it means to be a conservation rancher, and how directly supporting people like Nancy is a vote with their pocketbook for the future they want for our landscapes. It is now a choice they can — and should — make.

BETTER RANCHING, BETTER BIRD HABITAT, BETTER BEEF

THE VIDEO

The video leveraged aerial and bird imagery to place viewers in grasslands and make them think about what their food choices mean for the landscapes they care about. It is being used to show bird-loving beef consumers that they can choose beef from ranchers who consider bird conservation in their operations.


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