The Challenge Conservators occupy a peculiar blind spot in the public imagination. Brilliant, rigorous, and expert in domains ranging from anthropology to materials science, they were broadly understood as "art doctors,” or restorers who quietly fixed old things in dim rooms. That framing, while not inaccurate, was drastically underselling what conservators actually do and who they do it for.

The Strategy I repositioned conservators as climate action heroes—first responders who embed in communities recovering from disasters, protecting not just objects but cultural memory. The reframe wasn't a spin. It was something conservators already knew about themselves but had struggled to communicate to the public. The Lahaina and Los Angeles wildfires became defining proof points: conservators were on the ground, working alongside affected communities to salvage irreplaceable artifacts of local heritage and history.

The Execution I developed messaging frameworks, press materials, and media strategy, securing substantive placements in NPR, the New York Times, and The Art Newspaper, among other outlets.

The Result A field that struggled to articulate its public relevance found a new narrative identity, one that positioned conservation as essential, timely, and deeply human.

Selected Media Placements

The Art Newspaper: “Art and heritage groups must ‘take action now’ to protect culture against climate change, report says”

New York Times: “Saving Hawaii’s History From the Ashes, One Object at a Time”

NPR: “Have an heirloom ruined by climate disaster? There's a hotline to call for help”