Nature Conservancy's Nancy Eiring on Earth Day 2010 Campaign, Part 2

We've learned that when we work together we have greater success. Everyone is very focused on the digital aspect and is heavily involved in the social media and creating great Web content on their state pages that they look for opportunities where they can really have these campaigns. This one really lent itself as a great opportunity for everyone.

FS: What challenges did you face along the way?
NE: How do you re-create another successful event year after year? One of the things that helped was the Disney movie, so how do we re-create this success without having a vehicle such as that?

We don't have the movie, but we try to make it accessible and informative and fun and exciting.

FS: What did you learn most from this campaign?
NE: The one big thing is having a strategy, sharing it with everyone and providing the tools to implement it — as simple as that.