WVP is a non-profit that advocates for policies that better manage the use of energy assets on public lands and parks. The biggest challenge was to move with events that were not within our control taking advantage of earned media as it occurred. The ultimate goal was to merge earned media on the legislation’s passage with paid ads highlighting Rep. Bishop’s actions. Relying strictly on online ad placements on desktop and mobile devices (phones and tablets), Western Values Project was able to quickly and effective raise this issue on its terms to a receptive and interested audience. A secondary goal was to raise the profile of Western Values Project as an organization that would be carefully monitoring Bishop and other law and policy makers' as they worked to create and write public land regulation. This campaign expanded the organization’s influence at crucial time in its development and helped raise its public profile.