The Open Space Council Blog


One thing leads to another

March 17, 2014

For years we’ve been asked to lead a regional marketing campaign. Members from around the Bay Area have suggested a campaign that makes the value of protected lands – parks, trails, farms, ranches, and other natural areas – well-known to all residents. And it would be something that the Open Space Council is uniquely positioned to do since we work at the regional level and on behalf of our members. We’re calling it Your Bay Area.

But what does a regional marketing campaign really mean? What are we trying to achieve? How will we know if we’re successful? Is a conventional campaign – think billboards and bumper stickers – really what we want?

That’s where this comes in:


We are working with Lightbox Collaborative to lead an inclusive process to identify our theory of change for this initiative. Where are we today and where do we want to go? Do we want to launch a campaign, or build a movement? As the bright minds at Lightbox Collaborative say, we want to be clear about what dominoes we want to set up and then knock down to reach our ultimate goal. Here’s a great description of it all courtesy of Lightbox Collaborative.

Theory of Change via Lightbox

Or as The Fixx sang in 1982, one thing leads to another.

A small working group has been assembled that consists of representatives from Brentwood Agriculture Land Trust, East Bay Regional Park District, Marin County Parks, Midpeninsula Regional Open Space District, Peninsula Open Space Trust, Santa Clara Open Space Authority, Save the Redwoods League, Solano Land Trust, Sonoma County Agricultural Preservation and Open Space District and Trust for Public Land. We held strategy sessions in San Francisco and San Rafael to hear from more of our members. And we will share the dominoes at the Open Space Conference on May 8.

Questions about this project? Ideas or suggestions? We’d love to hear. Email Annie Burke at annie at openspacecouncil dot org.

Funding for Your Bay Area has been provided by the California Coastal Conservancy and Kaiser Permanente.