In 2022 the Hermit’s Peak / Calf Canyon fire destroyed homes, business’, farms, and impacted the livelihood of many people in Northern New Mexico. In response to the devastating disaster, FEMA allocated billions of dollars in relief.

The Recovery on Your Terms campaign encouraged those affected to file a claim and get the compensation they deserved. Designed to empower and resonate, the campaigned focused on authentic representation of the people and landscapes of New Mexico.

The multi-media bilingual campaign spanned out of home, digital, social, print, radio, and video to ensure broad reach and accessibility, and raised the amount of funds distributed in claims from $311M in January of 2024 to $1.3B by September 2024.