MIDDLEBURY, Conn. – December 4, 2024 – The Outdoor Stewards of Conservation Foundation (OSCF) is celebrating a major milestone with its “Keepers of the Wild” Public Service Announcement (PSA). Since it’s September 2024 launch, the PSA has generated over $1.5 million in donated media value.

As the largest media campaign to improve cultural acceptance of gun ownership, hunting and target shooting among the general population, the 60-second PSA features double exposure visuals showing landscapes across the country and narration that educates viewers on how hunters and target shooters have been primary funders of wildlife conservation for over 80 years.

“With research showing that the activities of hunting and target shooting have lost the support of more than ten million voting-age Americans in recent years, this messaging is more important than ever,” said Jim Curcuruto, OSCF executive director. “It’s time for the outdoor industry to wake up to the fact that we are losing cultural acceptance at an alarming rate. We need to reach beyond the choir with messages that highlight the vital contributions that gun owners, hunters and target shooters make to conservation.”

OSCF is working with project partners to distribute the “Keepers of the Wild” PSA to a network of 11,000 radio and television stations nationwide. The initial response has been overwhelmingly positive, with the PSA being picked up by stations nationwide. The campaign is projected to generate over $5 million in donated value and exceed 300 million impressions.

OSCF encourages organizations connected to hunting or target shooting to promote the PSA through newsletters, social media and website postings.

For more information about OSCF and its programs, visit www.OutdoorStewards.org or follow OSCF on Instagram, Facebook and YouTube.

About OSCF

Outdoor Stewards of Conservation Foundation (OSCF) is a 501c3 nonprofit organization that works with all facets of the outdoor industry to improve cultural acceptance of gun ownership, hunting, fishing, trapping, and target shooting. We use research-based communications and engagement programs that help recruit the next generation of HATS (Hunters, Anglers, Trappers, and Shooters) and promote the positive contributions HATS make to society. To learn more about OSCF programs; “Fill A Bag While Filling Your Tag,” “Come With!”, “Connecting with Conservation”, “Donate A Deer”, and the “Outdoor Industry CommunicationCouncil,” please visit www.OutdoorStewards.org, follow @OutdoorStewards on Instagram or contact Jim Curcuruto at (203) 450-7202, jim@stewardsofconservation.org. The PSA is part of a grant project funded by a multi-state Conservation Grant (F24AP00307), which is jointly administered by the U.S. Fish and Wildlife Service’s Office of Conservation Investment and the Association of Fish and Wildlife Agencies.