After collecting data from close to 100 participants, I determined that women were not engaging in outdoor sports because of their fear of wildlife and their male counterparts. Science shows, the biggest threat to female safety in the wilderness is actually as simple as poor choices (hiking unprepared, hiking without experience, and hiking off-trail)

I created a collaborative campaign with Barbie to bring awareness to the beauty of the outdoors, while also spreading information about what the true dangers are, out on the trail.

The Barbie brand is someone that I think could tap into this market as we have similar goals surrounding female empowerment. This serves as marketing for their goals as well as mine. This campaign makes use of nostalgic & warm tones with the rough texture of the outdoors. I pulled inspiration from vintage field guides and old camping campaigns to evoke that ethos.