2022 National Urban and Community Forestry Challenge Cost Share Program, Notice of Award

Through its 2022 National Urban and Community Forestry Challenge Cost Share Grant, the USDA Forest Service Urban & Community Forestry Program (UCF) prioritized National Ten Year Urban and Community Forestry Action Plan (2016-2026) - Goal 7—Strategy B: Create a nationwide urban forestry public awareness and education messaging strategy. The nationally competitive grant program awarded a total of $1million to two entities. 1. An innovative partnership between the Institute for Engagement and Negotiation (IEN) at the University of Virginia and West Cary Group (WCG).  In alignment with Justice40 Initiative Implementation goals, UVA- IEN will support the co-creation of a scalable public education and messaging strategy by elevating priorities of communities disproportionately affected by climate change and environmental injustice. These messaging strategies will meet local, state, and national messaging needs with customized, culturally responsive support.  By providing microgrants to these communities they will co-create audience-specific communications strategies, that will grow public awareness and education to promote stewardship of community forests where it is needed most. 2. American Forests will pilot a series of  Youth Climate Justice and Urban Forestry Summits at minority-serving institutions to provide safe spaces that help young people advance an array of positive environmental and social changes. Throughout each event, a variety of media will be leveraged to optimize messaging impact, including video, music, and an integrated use of responsive technology to ensure that all students have an opportunity to actively participate.   By prioritizing youth voices and active engagement, participants will dive into topics related to 21st century workforce opportunities, environmental and climate justice, and equity through the prism of urban forestry.  

These innovative communication strategies will reach out beyond the “urban forestry choir” to under-engaged community members and the public. The nationwide messaging campaign will be able to be customized for regional and local audiences and successfully tested with its focused audiences.  The messaging campaign will also address national priorities of environmental and climate justice.

“In [this] administration, there is a tremendous priority around equity, climate change, and environmental justice. We have the expectation that we will bring on the authentic voices who are in the communities that we need to help,” said Assistant Director of Cooperative Forestry and National Lead for Urban & Community Forestry, Beattra Wilson. “We’re collaborating and committed to action.”