If future generations are to remember us with gratitude rather than contempt, we must leave them something more than the miracles of technology. We must leave them a glimpse of the world as it was in the beginning, not just after we got through it.
– President Lyndon B. Johnson
On March 1, 1872, the Yellowstone National Park Protection Act was signed into law by President Ulysses S. Grant. It was then that the world’s first national park was born. The NPS’s mission is to “preserve unimpaired the natural and cultural resources and values of the National Park System for the enjoyment, education, and inspiration of this and future generations.” Since its beginning, people have been flocking to these federally protected lands in order to experience nature through various types of recreation, whether it be to hike, camp, fish, photograph…and more.
While the National Parks have, for the most part, remained the same, society around them has been ever changing. One drastic change has been through technology. The National Parks have seen the evolution of modes of transportation, the development of personal computers, the transition from telegraphs to telephones, and, most recently, the invention of the smart phone.
Despite the many advantages of phone calls anywhere and information at fingertips, the consequences of this form of technology have be almost enough to outweigh them. This distraction has had a major impact on National Parks. While attendance numbers have remained consistent, engagement with and full immersion in the parks has been quite different.
The NPS has recognized this shift and stays on trend by adjusting their marketing accordingly. In an effort to meet people where they are at, the NPS runs campaigns on social media to draw attention to the parks in a unique and modern way.
For example, most recently, the NPS made a play off of New York Fashion Week. They used gorgeous photography, color palette selections, fashion lingo, and hashtags and tagging to draw attention to the beauty of these protected lands.
(For more, check out #NPSColorForecasting!)
When people see these posts, they are immediately drawn to the creativity and connections. The striking photos are captivating and cannot be scrolled past quickly. They spark an interest in social media users of all ages and encourage people to appreciate the beauty of the places and maybe even go so far as to book a trip!
It is through creative campaigns like this that the NPS stays top of mind and keeps encouraging “enjoyment, education, and inspiration” for all. Throughout its nearly 150-year history, the NPS has remained true to its mission and brought people up close and personal with nature, regardless of obstacles. Despite changes in political agenda, despite discrepancies in climate change views, despite suburbanization and urbanization, and despite this shift towards technological distractions…despite all odds, the NPS has remained steadfast.
This is America’s Best Idea, the National Park Service as we know it as today, walking the runway!