More than a Campaign
Originally known as the American Wild Horse Campaign, AWHC celebrated National Horse Protection Day 2024 by updating its name to American Wild Horse Conservation — marking a new era for wild horse protection. The name change is symbolic of AWHC’s growth as an organization.
More than a campaign, AWHC is setting the standard for wild horse and burro conservation in America.
Over the past four years, the BCom team has mirrored this growth by taking strategic steps to expand and enhance AWHC’s digital fundraising and donor engagement program. Our online efforts tell heartbreaking stories of legacy and loss, while empowering advocates to join the grassroots movement to safeguard American wild herds and end taxpayer-funded cruelties for good.
We’ve proudly partnered with AWHC to raise more than $4 million in four years, with approximately 85% of all fundraising coming from small-dollar donors.
Converting Clicks to Conservation
Ad campaigns have proven to be a wildly effective way to connect and convert supporters, raise money and get the word out in the most critical moments for our beloved wild horses and burros.
Fighting Back Against Cruelty in McCullough Peaks
In 2023, we harnessed the power of paid media to raise awareness about the federal government’s pointless, cruel McCullough Peaks Roundup.
Our digital ads campaign urged supporters to email key officials about the injustice unfolding in Wyoming. Meta ads alone resulted in more than 23K submissions urging the Department of Interior and the Bureau of Land Management (BLM) to reconsider their decision to remove a significant portion of the McCullough Peaks wild herd. Ultimately, the public outcry worked, and likely contributed to the agency's rare decision to reduce the number of horses it targeted for removal.
In addition to Facebook, Instagram, YouTube, Hulu and Google Display ads, the McCullough Peaks campaign featured a 10-day mobile billboard truck traversing high foot-traffic areas of Washington D.C., including BLM offices and the Capitol. We also secured six billboard placements in Cheyenne and Cody, Wyoming — with two billboards strategically placed directly west of McCullough Peaks. Finally, the campaign reached new heights with a video showcased on a Times Square billboard throughout December and over the New Year, maximizing visibility on a grand scale.
User Submissions from Meta Ads
Exposing Costly, Inhumane Government Roundups
In 2024, our Meta ad campaign turned up the heat on the federal government’s devastating wild horse and burro roundup operations. Through targeted direct-to-donate ads on Facebook and Instagram, we exposed the unscientific cruelty and exorbitant cost of inhumane helicopter roundups. Our efforts galvanized grassroots support, acquired thousands of new email contacts and raised critical funds to protect America’s wild horses. BCom’s creative team used a blend of hard-hitting visuals and factual, urgent messaging to build awareness and turn it into action. The campaign earned an overwhelming 262% return on ad spend for AWHC.
Redefining America’s Leading Horse and Burro Advocacy Organization
AWHC commissioned BCom’s creative team to assist at a pivotal moment within their organization’s growth strategy: redefining their visual brand identity. AWHC’s stark, corporate and one-dimensional identity needed a facelift to match their newfound reputation as a trusted, fierce advocate for the American wild horse at the national level. Our team helped craft that new identity, which prioritizes consistency within their existing mission, but offers more flexibility between provocative advocacy, pragmatic education and editorial expression. Drawing visual inspiration from the majestic landscape of the American West combined with stunning field photography, the evolved AWHC brand positions the organization as an authentic, trustworthy and future-focused leader in their space.
