Inside Nat Geos advertising push to shine a light on its non-profit arm [Video]

The National Geographic Society’s important work has been hidden in the shadow of its parent company. Now, it’s banking on a major ad campaign to raise its profile.

The National Geographic Society, a lesser-known branch of the iconic National Geographic brand, is one of the largest nonprofit scientific and educational organizations in the world. While the brand’s yellow rectangle logo is globally synonymous with stunning visuals and award-winning storytelling, its mission work often flies under the radar – something the Society is determined to change.

At the heart of this push is Crystal Brown, chief communications, marketing and brand officer for the Society. “National Geographic is a beloved brand, and certainly world-renowned, but it’s not always known for the depth of our mission work or the efforts of our explorers,” she tells The Drum.

National Geographic has its iconic magazine, a TV network, documentaries on Disney+, a map publishing business and photography …

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