2024 MUSE Creative Awards — Gold Winner
Awareness & engagement: many young people are unfamiliar with the YCC and its opportunities. Perceived relevance: outdoor conservation work can feel distant to urban and digitally-focused youth. Competition for attention: the campaign needed to stand out against entertainment, social media, and other career paths.
Authentic storytelling featuring real YCC participants sharing their experiences and personal growth. Adventure and impact focus — hiking, restoring trails, protecting wildlife. Cinematic visuals using drone footage, time-lapses, and immersive close-ups. Career pathway insights connecting the YCC experience to careers in environmental science and sustainability.
Increased applications, particularly among urban youth. High engagement rates on social media, with young viewers commenting on their interest in conservation work. Positive feedback from featured YCC members, who expressed pride in sharing their stories.
