The Maine Department of Inland Fisheries and Wildlife (MDIFW) is a highly regarded state fish and wildlife agency. Both the Maine public and various constituent groups (hunters, anglers, boaters, etc.) have high awareness of the agency. Non-constituent outdoor recreationists are less aware. This includes wildlife viewers, hikers, kayakers, etc. Additionally, the pandemic brought increased population and enthusiasm for the outdoors.

Rinck Advertising created the Keeper of the Maine Outdoors Campaign to reach and educate outdoor recreationists on the Department’s mission and programs to gain awareness of statewide efforts. We determined this campaign would focus on safely enjoying the outdoors, while providing Maine residents and visitors about the wildlife in their backyards.