HOUSTON PARKS BOARD

2022 PROP C CAMPAIGN

ABOUT THE CAMPAIGN
In 2022, The Houston Parks Board was working to bring awareness to a $200 million bond on the Harris County ballot. The funding would be used for updates to park safety and infrastructure, and allow for easier access to green spaces. To help their message reach Harris County residents and build public support, a layered digital campaign was created to capture and inform audiences, then later motivate them to act by voting “Yes!” to parks.

IMPACT
→ The bond resolution passed with overwhelming support
→ 652,000 YES votes were recorded
→ 2.3 million completes for video and radio ads

MY ROLE
Content creation, design, illustration
Animation and editing for video pieces

ADDITIONAL CREDITS
Creative Direction: Jordan Beyer
Copywriting: Alex Pinnell
Additional creative: Cassidy Meade

HOW DO WE GENERATE EXCITEMENT ABOUT A LOCAL BOND PROPOSITION?

Instead of hitting users right away with voting messaging, we developed a narrative funnel that guided our audience from joy → interest → action. We first captured the attention of our audience with charming photos and handmade graphics, then got them thinking more about the benefits of parks, informed them of the upcoming election, then finally pushed the VOTE YES! message.

CREATIVE - PHASE 1

In this phase we focused on capturing the attention of houstonians with joyful reminders about how great parks are for the city and the community. We then built on that narrative with messaging around what kind of improvements the bond money could bring to parks, and suggested softer actions about how to learn more. We had to work fast to produce the content. We worked with friends, family, and local talent to shoot photos and video and created a wide range of pieces to capture a wide audience.

CREATIVE - PHASE 2

After we set the stage and guided viewers through our narrative funnel, we then prompted them with direct action to vote yes! We developed more specific targeted content that captured the joy and fun of being in Houston parks while continuing the “VOTE YES” messaging.