OBJECTIVE

Improve cultural support for hunting by reframing the value proposition and educating the public on its critical role in conservation and ecosystem preservation.

TARGET AUDIENCE

Outdoor enthusiasts, conservationists, and the general public, particularly younger generations and urban audiences who may have little or no connection to hunting.

SCOPE

Qualitative and quantitative research, campaign strategy and creative development, message testing, campaign tactics, media strategy.

PARTNERS

Responsive Management, rEvolution

Hunt For Good: A National PSA Changing the Perception of Hunting

For many, hunting feels distant, with no personal connection to the tradition. Cultural, political, and physical barriers have made it increasingly inaccessible, leading to misconceptions and a declining number of hunters. Yet, hunting is critical to conservation—without it, wildlife populations, ecosystems, and public lands could suffer. The challenge? Reframing the narrative and demonstrating hunting’s vital role in protecting nature.

That’s why the Association of Fish & Wildlife Agencies partnered with Fisher Design to create Hunt For Good—the first-ever national PSA campaign promoting hunting’s importance. Over three years in development, we crafted a strategic, culturally relevant message to reshape public perception and engage new audiences. By bridging education, conservation, and storytelling, Hunt For Good is driving awareness, fostering appreciation, and ensuring that hunting remains a respected and essential part of conservation efforts in the U.S.

ONE COHESIVE NATIONAL CAMPAIGN.

ENDLESS POSSIBILIITES.

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The Hunt For Good Campaign

Our Work

The Hunt For Good project involved the development of the first-ever national PSA campaign to reframe the perception of hunting and highlight its vital role in conservation. Fisher Design conducted extensive research, messaging strategy, and creative development to craft a compelling narrative that resonates with non-hunters, outdoor enthusiasts, and conservation advocates. The campaign included branding, digital content, video storytelling, and educational outreach, designed to break down cultural and political barriers while fostering a broader appreciation for hunting’s impact on ecosystem preservation. By aligning strategy, storytelling, and visual execution, Fisher Design helped Hunt For Good become a powerful, awareness-driven initiative, reshaping public perception and ensuring that hunting remains a respected part of conservation efforts in the U.S.

"The Hunt For Good campaign has been almost four years in the making. Over two years of research and messaging testing informed the creative strategy resulting in a single, cohesive campaign with over one thousand unique campaign assets."

Nick SchultzExecutive Creative Director

REFRAMING THE NARRATIVE

Hunting is a Bad Good Word

Hunt For Good: A National PSA Changing the Perception of Hunting

ENDLESS POSSIBILIITES.

Our Work

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Fisher Design—expert brand and product development, packaging design, strategic marketing & compelling messaging to broaden appeal and elevate business.