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MOJO Ad takes on U.S. Fish and Wildlife Services

November 1, 2012

The U.S. Fish and Wildlife Services (USFWS) have been faced with the challenge of engaging a new audience- the highly diverse generation of influential young adults between the ages of 18-24. USFWS is looking to develop an integrated communications campaign encouraging natural resource stewardship and volunteerism among this new demographic, which our own MOJO Ad specializes in. MOJO Ad annually produces a “State of the YAYA” report with marketing insights for this young adult audience, which gives insight to behaviors, interests and attitudes. MOJO Ad will present its findings and suggested communications tactics to USFWS as they join the movement of Media of the Future. 

Story by Missouri School of Journalism News

The U.S. Fish and Wildlife Service (USFWS), the nation’s premiere agency dedicated to the protection, conservation and management of fish, wildlife and our natural resources, faces an unprecedented challenge of engaging a generation of tech-savvy, highly diverse, and highly influential young adults between the ages of 18-24.

This fall, students from the Missouri School of Journalism, the nation’s top-ranked academic institution in the field of communications, are working alongside USFWS staff to inform and support the agency’s mission to connect with this non-traditional young adult audience. Their goal is to develop a comprehensive communications campaign that encourages natural resource stewardship and volunteerism among those 18 to 24 years.

“This age range holds a significant stake in the current and future health of our nation’s natural resources,” said Charles Traxler, USFWS assistant regional director of external affairs. “That’s why it is so important for our agency to grasp their language and know how to communicate with them effectively.”

USFWS is partnering with Mojo Ad, the School of Journalism’s professional-services, student-staffed communications agency. The agency is made up of seniors and graduate students competitively selected to work with clients seeking strategic communication campaigns to reach the young adult market. Professor Barbara Ifshin directs a team of faculty who work with the students.

Stephanie Padgett, Mojo Ad’s director of media and research, says, “Mojo Ad staff are all part of the demographic they are working to target. That’s the difference we provide. We offer a fresh perspective on how to communicate to 18-24 year-olds, straight from the horses’ mouth.” More…