The task was twofold; make people aware of the program and how to nominate conservationists as well as raise awareness of these nominees and their projects. In order to do so Toyota communicated through the Field & Stream magazine, as well as on the site, through a blog, a dedicated branded content section within the site, and public relations. A series of 13 webisodes were created to highlight the work in the field to capture their stories and conservation work with Tundra there every step of the way. Each piece worked together by boosting awareness of the campaign and giving users a reason to come back and learn more. All elements culminate in a gala event honouring the winner of the “Heroes of Conservation”.

The campaign was a resounding success in the conservation world. The entries poured in and the videos were viewed thousands of times. With over nine million PR impressions the program brought attention to the conservationist community. Toyota gained awareness with the hard to reach target and created strong brand opinion with 85% of respondents agreeing that Toyota Tundra is built to be rugged and tough (2011 Field & Stream study). The program helped support over 150 conservation efforts nationwide enabling Toyota and Field & Stream to influence the future outdoorsmen of America.