Protect What You Love, New Hampshire.

New Hampshire’s identity is deeply tied to its natural environment: clean lakes, rugged forests, changing seasons, coastal trails, maple sugaring, wildlife, and a culture of outdoor independence.

But these defining elements are increasingly threatened by climate change — warming waters, shifting seasons, rising seas, invasive species, and extreme weather.

The Conservation Law Foundation (CLF) is launching a campaign that reconnects climate action to what matters most to New Hampshirites: protecting the way of life they cherish. This campaign reframes climate action as personal, local, deeply rooted in tradition, and essential to preserving freedom.

Campaign Objective

To motivate New Hampshirites to support and engage with climate action by showing them that protecting the environment is directly tied to protecting the freedom, traditions, and landscapes they value most.

Specific goals:

• Increase awareness of localized climate impacts

• Build emotional resonance with diverse audiences

• Drive engagement to “Stay Free / Protect What You Love” actions

• Support policy advocacy through values-based storytelling

Messaging Framework

Hero Line: New Hampshire, our way of life is worth protecting. Protect what you love.

Supporting Themes:

• Protect our waters

• Protect our forests

• Protect our coast

• Protect our seasons

• Protect our farms

• Protect our wildlife

• Protect our traditions

 

Tone Words:

Grounded, familiar, proud, heartfelt, protective, authentic.

Yard signs + print materials
Social Medias
Reels AI Generated
Educational eBlasts
Upcycled Merch Collection