The Challenge
The Michigan Wildlife Council (MWC), a nine-member commission appointed by the governor, was established by legislation in 2013 to preserve Michigan’s outdoor heritage by educating its residents about topics such as the crucial link between hunting, fishing and wildlife conservation; the fact that hunting and fishing licenses fund the majority of the costs to maintain natural resources; and ways in which everyone can enjoy the outdoors. MWC needed to reach statewide audiences to shift perspectives and promote understanding.
Our Solution
From 2015-2025, Güd worked with MWC in all aspects of marketing and communications including the “Here. For Generations.” public education campaign. Together, we focused on creating connections with the outdoors among moderate approvers of hunting living in suburban and urban areas of the state. Building upon that, we told the story of wildlife management to audiences largely convinced that “nature will take care of itself” before introducing the next building block that it is funded by hunting and fishing license fees, not state taxes. The campaign has run continuously over the past decade, shifting perspectives and educating Michiganders.
Measurable Results
Increase statewide in the knowledge that wildlife requires management by humans to thrive
of Michiganders agree that hunting and fishing are important
Clicks to HereForMIOutdoors.org website and over 65 million campaign impressions in 2024 alone
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