Verde Selected as Finalist for PR News CSR Award for KEEN’S Live Monumental Campaign

By Abby Levene

Of all the questions that can come before this nation, there is none that compares to the central task of leaving this land an even better land for our descendants than it is for us. –Theodore Roosevelt Jr, 26th President of the United States

Teddy’s spirit inspired KEEN’s Live Monumental campaign, and is embodied the campaign’s exuberant yellow 1976 RV, sometimes referred to by the former president’s namesake.

Verde’s  PR work around Live Monumental promoted Teddy’s spirit and has earned the agency accolades. PR News has named Verde a finalist for its Corporate Social Responsibility (CSR) Awards in the Environmental Stewardship category.

The award exalts an esteemed circle of environmentally-focused agencies striving to elevate the CSR arena by honoring the trailblazers crafting the best CSR campaigns and the smartest communications initiatives of the year.

PR News serves as the go-to source for the communications and marketing community. Winners and honorable mentions for the CSR and Nonprofits awards will be celebrated at the PR News Spring Awards Luncheon on March 22 at the National Press Club in Washington, DC.

“We are extremely honored for this recognition, and without the amazing teamwork between the KEEN and Verde teams this wouldn’t have been possible,” says Kristin Carpenter-Ogden, Founder and CEO of Verde. “The tremendous amount of planning, coordination, and sheer boots-on-the-ground effort that the Live Monumental team at KEEN deployed supplied our agency with the necessary tools to create high-level PR strategy, results-driven tactics, and significant media awareness to deliver success for the campaign.”

A brand built of and for the outdoors, KEEN feels a responsibility to protect the places we love. Emboldened by the spirit of Teddy Roosevelt, who created the Antiquities Act to protect national monuments, the Live Monumental campaign strives to turn five mesmeric landscapes into national monuments: Mojave Desert, CA, Owyhee Canyonlands, OR, Birthplace of Rivers, WV, Boulder-White Clouds, ID, and Gold Butte, NV. Since the campaign’s start, KEEN has helped protect Boulder White-Clouds in Idaho and Mojave Trails National Monument in southern California.

Uniting non-profits, private industry, and concerned citizens, Live Monumental set out to coalesce even more support and collect signatures, and with every signature, the movement grew.

Awe-inducing vistas, the breakdowns and resilience of Old Teddy, and the insatiable spirit of the KEEN team provided a surplus of campaign fodder, helping Verde garner over 390 million media impressions, including NPR, National Geographic, BBC, The Hill, and Huffington Post.

In addition to spreading the Live Monumental mission as Old Teddy traversed over 10,000 miles in 25 states and stopped at more than 75 events, Verde assisted the campaign in capturing more than 50,000 petition signatures and rallying support from over 60 businesses.

Throughout 2016, Verde spearheaded communications strategy and media execution for the campaign’s short documentary film and 10-stop national film tour in conjunction with the Wild & Scenic Film Festival. Verde also helped elevate awareness of the campaign’s partnership with the Outdoor Foundation’s Campus Challenge, bringing the film to 90 college campuses across the country and engaging one million students.

While the campaign may have officially ended, in some ways it’s just beginning. As a KEEN team member says at the end of the film about Live Monumental, “We take comfort in the thought that even after we are gone and Old Teddy turns to rust, and all memory of our journey dissolves, that are our favorite places will be made ever wild and free.”

Other award finalists in the Environmental Stewardship category, include:

• Cohn & Wolfe for Tom’s of Maine – The #LessWasteChallenge

• Hilton – Department of Energy SWAP Program

• JetBlue – Business Social Environmental Responsibility Report

• JetBlue – Leadership in Sustainability

• The Metropolitan Water District – Leaders in Environmental Stewardship: Outreach Campaign

• Rainier Brewing Company – Rainier Beer Gives Back and Taps Heritage with Tabs for Trees

For more about Live Monumental, please visit:



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