Twisted X: Love of the Land

Twisted X: Earth Day Social Media Campaign

‘Love of the Land’

Twisted X’s Love of the Land Campaign ran for Earth Day 2021 to raise public awareness of environmental stewardship. By collaborating with partners and social media followers, this campaign was designed to draw awareness to sustainability in a way that relates to our end consumer. For this campaign, sustainability and Earth Day are framed in the mindset of land conservation and caring for the land in order to appeal to the community of ranchers, farmers, outdoorsmen, and others that have a deep sense of connection with the land and natural environment. The social posts encouraged followers to reflect on why they love the land and the value that it holds to them. Drawing on early childhood experiences of jumping across hay bales, drinking from the hose, and using trees as a jungle gym steered consumers to remember the simpler times of growing up and spending countless hours outdoors, creating their lifelong Love of the Land.

This campaign prompted a group of musicians and influencers to conduct their own outdoor clean-up to show how they care for the land and appreciate the environment while encouraging others to do the same. In addition, the campaign drew in 50 posts from individuals that participated using #loveoftheland and #twistedxearthday showing how they Love the Land.