Yellowstone was facing record attendance that was overrunning resources and putting its natural wonders at risk. So, how do you celebrate a milestone 150th Anniversary and raise desperately needed funds without making the problem worse?

We learned that support for environmental causes isn’t self-motivated, but spurred by a desire to see better lives for future generations, and created the “Inheritance Pass,” redeemable in 2172, 150 years in the future. The award-winning effort generated 2.5B media impressions and tripled YOY donations without bringing unwanted attendance.