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Rockit Science helped safeguard a billion dollars in funding for Louisiana coastal restoration by targeting high-frequency voters, bipartisan stakeholders, and gubernatorial candidates with powerful community engagement and awareness campaigns.

The Challenge

Every hour, one football field-worth of coastal land along the Gulf of Mexico disappears because of coastal erosion. The Mississippi River Delta Restoration Coalition, which includes bipartisan stakeholders and state and federal agencies, was formed to address the restoration of the Mississippi River Delta. The Coalition selected Rockit Science as its Agency of Record to engage both the public and politicians in rallying behind the message and methods of long-term, large-scale coastal restoration.

The Coalition brought an additional initial challenge within their goal: Create compelling interest from both the public and politicians in order to ensure their votes would protect more than a billion dollars of earmarked funds from BP's Deepwater Horizon settlement that were being eyed for redistribution by state and federal entities.

The Approach

The core strategy was to influence high-frequency voters (Tier 1) to take action by pledging to support continued coastal restoration. Encouraging all candidates across the gubernatorial election at that time to publicly adopt coastal restoration support messaging was also a core mission. Over the multi-year engagement, Rockit Science employed both qualitative and quantitative research models to identify issues and priorities most important to each target audience. At multiple crucial points across the timeline of the gubernatorial election, the Agency examined datasets that gave feedback on all of the data-driven messaging variables under consideration. Coupled with concrete research, the Agency utilized intuitive insights and best practices developed during its extensive strategy process, which included a pilot campaign that was tested across traditional and non-traditional tactical landscapes.

Experiential Campaign

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EDF, Audubon Society, National Wildlife Federation and Walton Family Foundation are all partners that help The Mississippi River Delta Restoration Coalition.
Frog shirt design for the coastal restoration organization MRDRC.
Path to Coastal Restoration Field Guide designed for Restore the Coast in Louisiana.

The Agency also supports national public relations efforts surrounding the anniversary of Hurricane Katrina, as well as a community engagement campaign that featured restoration-themed tactics highlighting Louisiana's rich biodiversity.

Poster series for the coastal restoration plan developed by Restore the Coast to save the Louisiana coastline.

The Results

Both the pilot campaign and subsequent fully-integrated campaign successfully engaged high-frequency voters to take a pledge to support coastal restoration. In turn, all gubernatorial candidates adopted coastal restoration position messaging and supported not redistributing earmarked coastal restoration funds for other projects.

4,158 Pledges

4,158 Pledges to support coastal restoration collected during the pilot campaign

13,671 Pledges

13,671 Pledges to support coastal restoration collected during main campaign

250,000 views/shares

Over 250,000 organic video views and shares for campaign videos.

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