T A B L E O F CON T E N T S
Attribution .............................................................................................................................................. 2
Table of Contents..................................................................................................................................... 3
Meet the Authors .................................................................................................................................... 5
Contributors ............................................................................................................................................ 6
Media Team ............................................................................................................................................ 7
Acknowledgments ................................................................................................................................... 9
Project Rationale/Context ............................................................................................................ 10 Pollinator Stewardship and Mass Media Rationale.......................................................................................................... 10
Introduction ................................................................................................................................. 12
Pollinator Stewardship Pilot Background ...................................................................................... 13 Meet Our Media Partners................................................................................................................................................. 13 Meet Our Higher-Ed Partners ........................................................................................................................................... 13 Narrowing Our Audience .............................................................................................................. 15 Characterizing Millennials ................................................................................................................................................ 16 Reaching our Audience ..................................................................................................................................................... 20 Creating the Campaign ..................................................................................................................................................... 21 Trust, Shared Vision, and Reciprocity ............................................................................................................................... 23 A Foundation for Collaboration .................................................................................................... 25 Collaboration Team Demographic Diversity..................................................................................................................... 25 The Speed of Changes....................................................................................................................................................... 26 Strategic Plan Alignment .................................................................................................................................................. 26 Campaign Outcomes – Metrics ..................................................................................................... 28 Behavior Change ............................................................................................................................................................... 31 Future Campaigns ............................................................................................................................................................. 33 Resources..................................................................................................................................... 35 Blog Post ........................................................................................................................................................................... 35 Campaign Components..................................................................................................................................................... 38
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