FL Panther Project
Cross-Platform Collaboration
When we wanted to create a story about TNC's work to protect the habitat of the Florida panther, we went straight to the source: Carlton Ward Jr.. Ward has been documenting this animal and many others within FL and is as much an activist as an artist. This story was a two contract assignment: one strictly for camera trap work and the other for editorial coverage. The work that Ward created was astounding and coincided with a time in which the state was launching a panel to look into how a proposed toll road through the middle of panther habitat would impact this species and others. With this added element of urgency now in play, I invited Carlton to our office and he presented a slideshow of his work to key members of our digital, membership, and regional teams to propose a project beyond just a magazine article. Everyone was enthusiastic to collaborate in a way that, to that point, had not stemmed from the creation of a magazine article.
Winter 2019 Nature Conservancy Magazine article
Winner of the 2020 Folio Award for Best Photography In Class
Photos by: Carlton Ward Jr. | Written by: Eric Seeger
Cross-Platform Work
This project had a digital rollout that included three supplemental articles created by the digital team that brought in higher-than-average traffic. In additional, our membership team used this animal to drive much of their year-end-giving for the organization. In addition, our video team worked with Ward to create a video to further tell the story of the FL panther and Ward's work.
Additional work
Locally, our TNC Florida Marketing team rolled out social media and local work that made use of the assets that Ward created, and their marketing team created two presentations him so that he could talk further about his work and the importance of intact habitat within the state. These talks were recorded and posted to YouTube for further exposure. During one of these presentations, a donation of $10,000 was made by an individual inspired by the event.