RP3 Agency Wins Two Silver Clio Health Awards for “Take a Hike” campaign

RP3 has been awarded two Silver Clio Health Awards for its “Take a Hike” campaign with the Appalachian Trail Conservancy (ATC), a creative platform that, states a release, “turned a familiar phrase into a national movement for mental health, nature and nonprofit support.”

Clio Health was founded in 2009 to celebrate the work behind wellness. The program is a barometer for excellence in a highly specialized field, recognizing creativity that not only meets the advanced needs of consumers, but addresses the sophisticated challenges, demands and opportunities of a fast-evolving, rapidly expanding global marketplace and industry.

The Clio Health jurors recognized ATC and RP3 for this incredible work to support Americans’ love of the Appalachian Trail, and showcase the organization responsible for protecting and maintaining all 2,190 miles of it. With a small donor base, limited marketing resources and a crowded nonprofit landscape, ATC needed visibility and cultural relevance. RP3 responded by reimagining the phrase “Take a Hike,” flipping it from an insult into an invitation and sparking a nationwide conversation about the restorative power of nature and the essential role ATC plays in preserving the trail.

To give the idea instant credibility and reach, RP3 partnered with actor, comedian and lifelong hiker Kevin Nealon, whose voice anchored videos, social content and earned‑media moments that encouraged people to “Take a Hike” in the most positive sense. The agency, states the release, “publicly challenged the Big Dictionary’s definition and launched the Definition Petition, a simple, shareable action that connected audiences directly to ATC’s mission. The work blended humor, advocacy and emotional resonance, creating a platform that spread organically through entertainment circles, outdoor communities and cultural influencers.

“Momentum accelerated quickly. Support from Ted Danson, Kevin Bacon, Wyatt Russell, Kyle Mooney and Beck Bennett helped propel the message into mainstream conversation. On Giving Tuesday, the campaign reached its peak when ATC earned a full segment on Jimmy Kimmel Live!, beating out every other nonprofit in the country for the spotlight. The impact was extraordinary: $81 million in donated and earned media, 85 times the reach of paid advertising alone, nearly one billion impressions, a 20% increase in ATC’s email list in just three months, a 25% year‑over‑year rise in funding and an influx of new supporters, with 86% of donors entirely new to the organization.”

“This work matters because it reminds people that something as simple as stepping outside can change how we feel, how we connect and how we care for the world around us,” said Tuesday Poliak, Chief Creative Officer, RP3 agency. “The Appalachian Trail Conservancy protects a place that restores millions, and helping elevate that mission has been a privilege for our team. Winning two Silver Clio Health Awards is an incredible honor, but the real reward is seeing a cultural idea spark real support for an organization that deserves it.”

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