The campaign, titled Playbook for the Planet, argues that human health and environmental stability share a foundational requirement for persistence and strategic planning. ACRE, a firm focused on natural capital, is leveraging the narrative of athletic discipline to explain its two-decade approach to reforestation, oyster reef restoration, and nutrient banking. By highlighting the work of landowners, foresters, and scientists, the firm aims to position conservation as a tangible, community-integrated process rather than an abstract environmental goal.

ACRE’s restoration efforts currently span diverse regions, including the Mississippi Alluvial Valley and the Chesapeake Bay. The firm manages several platforms, such as the 140,000-acre GreenTrees reforestation program and the Oyster Carbon Company. According to Chief Marketing Officer Marcia Degnan, the initiative seeks to emphasize that every large-scale environmental project begins with human decisions. By sharing stories from athletes and restoration professionals, the project invites the public to view their own roles in land stewardship as a necessary extension of personal and community well-being.