PINE partnered with
Good For PA to refresh the brand and reframe the message from Good for Pennsylvania to something more human and personal: Good for Me. We built a full-year, cross-channel strategy, clarified priority audiences, and focused on removing friction from discovery and participation. A key part of the work was launching the Park Finder tool, making it easy for people to find nearby parks and act on their interest.
As a statewide campaign championing the value of parks, Good For PA needed to move beyond awareness and help people feel personally connected to the spaces in their own communities.
The result: The campaign evolved from awareness into real participation. Storytelling became more human, discovery became simpler, and engagement grew more consistent and sustained. Parks were reframed as places of personal value, driving deeper pride, stronger usage, and a shared sense of investment in local communities.