Every Kid in a Park

In partnership with Civic Nation, Sub Rosa created and launched an all-new website, EveryKidinaPark.org, during National Park Week to engage a wide audience of parents, teachers, organizational partners and students around the 2016 Every Kid in a Park national awareness campaign. Subsequently, the website inspired an all-new, Sub Rosa-produced, VR experience starring First Lady Michelle Obama and Modern Family’s Nolan Gould.


The Challenge

As a member of Civic Nation’s Creative Alliance, Sub Rosa was asked to collaborate on the Every Kid in a Park initiative, which launched in September 2015 as a government program that provides free passes to fourth-grade students and their families to all federally managed lands, and waters. While the programmatic foundation was in place, there were new opportunities to generate awareness of the initiative among parents and teachers, to drive partnerships, outreach, and the creation of measurable data to capture and track the initiative’s growth.

Insights & Outputs


EveryKidinaPark.org launched as the National Park Service celebrated its Centennial. Sub Rosa oversaw the project’s creative direction, content strategy, UX design, social media strategy, and overall web development. Features of the website include access to an online community of individuals dedicated to furthering the movement, information on how to become a community ambassador, and an online resource guide for parents and educators.

To build more momentum for the initiative, Sub Rosa partnered with The North Face and Jaunt, the industry leader in cinematic virtual reality, to create the Every Kid in a Park Virtual Reality Experience. The video features an introduction from Michelle Obama, highlighting bespoke VR footage of Zion National Park and Bryce Canyon, followed by an in-depth virtual tour of Channel Islands National Park with Nolan Gould (TV’s Modern Family).


The campaign proved to be a tremendous success, generating more than 90 million media impressions and nearly 600,000 social media impressions. Earned media appeared in The Huffington Post and a feature in Adweek.
This Centennial, we're asking all Americans to 'find your park', so that everyone, including those from underserved communities, can experience these wonders...just visit EveryKidinaPark.org. President Barack Obama
We deeply appreciate Sub Rosa's commitment to this project and the spectacular website they've created to support this campaign. Jason Waskey, President of Civic Nation