Respect. Connect. Protect. Campaign Wins Gold at the Anthem Awards

We’re thrilled to share some exciting news: our Respect. Connect. Protect. campaign, designed in partnership with the Bureau of Land Management and our Friends Grassroots Network, has been honored with a gold award in the Sustainability, Environment & Climate – Best Strategy category at the Anthem Awards!

This recognition celebrates the innovative work behind Respect. Connect. Protect., a public awareness campaign to inspire safe and respectful visitation on the largest amount of public lands in the United States—those managed by the Bureau of Land Management (BLM). With the next generation of visitors in mind, we set out to reduce behaviors like vandalism, littering, and avoidable accidents while promoting a culture of stewardship and connection.

A Bold, Creative Approach

The centerpiece of our campaign is Spokespebble—a one-of-a-kind character who uses a mix of charm, humor, and earnest messaging to connect with Gen Z and Millennials. Through Spokespebble, we deliver actionable, memorable advice on how to treat public lands with care.

In just 10 weeks, Respect. Connect. Protect. reached more than 17 million people through digital media and paid ads, far exceeding our original goal of 3-5 million. Additionally, organic content garnered 560,000+ impressions, highlighting the campaign’s widespread appeal and shareability. Nearly 20,000 individuals visited our campaign website, and 3,000 signed up to join the PebbleSquad, demonstrating an eagerness to engage further.

Why It Matters

America’s public lands are irreplaceable treasures, and they face increasing pressures from overuse and environmental degradation. Our Respect. Connect. Protect. campaign represents a vital step forward in fostering a new era of responsible stewardship. By reaching new audiences, we’re helping to ensure that public lands remain a source of joy, connection, and discovery for generations to come.

Celebrating the Anthem Award

Winning this award is not just an honor for the Conservation Lands Foundation—it’s a testament to the power of collaboration and creativity. The Anthem Awards recognize the most impactful social good initiatives around the globe, and we’re proud to join this year’s inspiring winners.

Our heartfelt thanks go out to everyone who supported this campaign, including our partners, collaborators, and the communities who engaged with our work. Together, we’re proving that stewardship and respect for public lands can become the norm, not the exception.

Watch Our Call-to-Action Speech

As part of the Anthem Awards celebration, we recorded a special call-to-action speech that reflects on the campaign’s impact and the journey ahead. You can watch it below or by visiting the Anthem Awards Winners Gallery.

What’s Next?

This award energizes us to keep innovating and growing. We’re already looking ahead to new ways to expand the reach and impact of Respect. Connect. Protect. Stay tuned as we continue to inspire responsible visitation and amplify voices that protect public lands.

Thank you for being part of this journey—and for helping us respect, connect, and protect the lands we all love!

Join the movement at RespectConnectProtect.org.