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Rhode Island: It’s All In Our Backyard is about pride of place and helping Rhode Islanders celebrate our state as a vibrant, stimulating place to work and live. This upbeat statewide advertising campaign was created in partnership with the Rhode Island Foundation. Since its launch, the campaign has garnered earned media with positive reviews, and become an inspiration for government and media efforts to celebrate Rhode Island.

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Advertising & Launch Event

Engaging images and punchy tagline were used to advertise the campaign across media such as, outdoor, print, digital ads, tv and social media. Our launch event, at the Providence Performance Arts Center, brought leaders from across the state to celebrate Rhode Island and everything it has to offer.

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Website, Social Media & Videos

ourbackyardri.com

The website is host to a broad Rhode Island image gallery, blog and, most importantly, the It’s All in Our Backyard Videos. This series of videos highlights stories from unique Rhode Island businesses — people who are working, innovating and thriving in Rhode Island. Additionally, the site works to invite Rhode Islanders be a part the project, to share their story  through the website or by tagging their posts on Instagram.


Creative Director: Amy Bernhardt / Hallie Steele
Strategy:  Amy Bernhardt / Hallie Steele / Dwight McMillan
Design: Hallie Steele / Amy Bernhardt
Research: Lisa Carnevale, Myranda Group
Copywriting: Anna Mcgregor-Robin
Web Development: Linchpin
Video Production: Axion Media Lab