The Wilderness Society was preparing to launch their annual report, “Too Wild to Drill,” but wanted to educate more than just their core advocate. Backbone enlisted Buzzfeed and Vox to create native content that would tell the story in an accessible way, and complemented both of those programs with a paid social campaign driving to the digital report.

Buzzfeed and Vox both lent a third-party, credible voice and made the issues approachable through quizzes, listicles and “Explainer” content, and animated graphics made paid social campaigns pop.