Desert Conservation Program
Protect Nevada’s natural environment + endangered/threatened species
The activities of Southern Nevada residents, businesses and outdoor enthusiasts are often at odds with the surrounding natural desert environment which is home to the desert tortoise, an endangered species – Mojave Max.
Robertson+Partners created a segmented social change campaign aiming to raise public awareness and change behavior. Segments targeted were developers, outdoor enthusiasts and school children. The community was encouraged to do everything “To The Max,” which had a double meaning – continue to develop and enjoy the outdoors to the fullest, but do it with respect for the desert and the desert tortoise, Mojave Max.
SHRED TO THE MAX