CASE STUDY: Project Protect

Pac/West was challenged to support the Healthy Forests Initiative (HFI) and pass the Healthy Forests Restoration Act (HFRA) with bi-partisan support. The goal was to empower federal land managers with the tools to implement scientifically supported management practices on overstocked federal forests, while establishing new conservation programs focused on improving water quality and regenerating declining forest ecosystem types on non-federal lands.

During the Project Protect campaign, Pac/West aggressively re-framed and re-shaped the issues and how they were discussed in the media. We executed a highly targeted paid media strategy in key states and communities. Pac/West built a strong coalition of support for HFI, delivering labor support from around the country, including unions outside the traditional wood products industry.

Pac/West developed clear and concise messages and themes to target specific members of Congress. Through extensive research we were able to arm those most credible to speak on the issues with the right messages to reach the right audiences at the right times.

Project Protect significantly shaped the language, changing the debate on these highly charged issues. Over the course of this campaign, Project Protect distributed over one million pieces of direct mail – greatly impacting the debate at critical times. We also identified and utilized thousands of grassroots community activists in the 13 Western states.

Ultimately, we created bi-partisan support for the legislative package that was passed and signed into law, and forged positive working relationships with key members of Congress, the Administration and staff.