Art, Nature, and Community: The Impact Strategy for The Art of Adventure
Most impact campaigns focus on a single issue or audience. The Art of Adventure invited something broader.
The documentary follows the lifelong friendship between wildlife artist Robert Bateman and biologist Bristol Foster, who in 1957 set off on a year-long expedition around the world. Nearly seven decades later, their story continues to inspire.
Exploring the intersection of art, nature, conservation, and travel, the film created an opportunity to connect communities that don’t always share the same spaces, but are united by a common curiosity about the world. The campaign reflected that same spirit of exploration, bringing together artists, environmentalists, seniors, and lifelong learners across Canada.
Building a National Network
The campaign focused on reaching niche audiences who would feel an immediate connection to the film's themes: conservationists, naturalists, visual artists, seniors, and outdoor enthusiasts.
By the numbers:
- 400+ organizations and individuals engaged across Canada
- 24 partner organizations promoted the release through newsletters, emails, and web platforms
- Outreach in 14 cities and regions
- 144 organizations reached through dedicated screening newsletters in Waterloo, Edmonton, Kingston, Ottawa, and Toronto
Our partner organizations spanned galleries, naturalist clubs, conservation foundations, university departments, and seniors' networks — a reflection of the film’s broad appeal. Partners who helped amplify the release included Artworks Gallery Guelph, Edmonton Arts Council, Greenpeace Canada, Halifax Field Naturalists, Nature Alberta, Ottawa Horticultural Society, West Coast Environmental Law, Vancouver Art Guild, and many more across the country.
A Screening Worth Highlighting
In-person screenings were a cornerstone of the campaign, with community engagement at the centre of each event.
A standout moment came in Burlington, where a sold-out screening drew a capacity audience and transformed the theatre into an interactive community space. The event featured a prerecorded message from Robert Bateman, and a collaborative mural installation inviting attendees to contribute artwork for the upcoming Robert Bateman Community Centre.
Following the screening, many attendees stayed to share personal memories of Bateman’s time living in Burlington, discuss their admiration for his work, and reflect on the film’s exploration of conservation and curiosity.
Reaching the Right Audiences
What made The Art of Adventure unique as an impact campaign was the way it bridged different communities. Artists, hikers, gardeners, wildlife photographers, seniors’ groups, and more all found different points of entry into the film.
Rather than relying on broad outreach, the campaign prioritized communities that felt a genuine connection to the film’s themes and spirit — organizations and audiences who wanted to champion the film out of real enthusiasm. The campaign became a strong example of what can happen when outreach is rooted in authentic alignment.
