The “Elevating The Science of Plants” campaign was created to help Betty Ford Alpine Gardens shift perception of the gardens among the local community, as well as the horticulture community. Most visitors to the gardens are unaware of the important scientific work being done related to conservation and preservation of the alpine environment and native alpine plants. This campaign features the heroes of the alpine, the unique plants that are native to the areas above treeline, with graphics that show the plant’s relationship and role in the greater ecosystem. Magazine, newspaper, transit/bus, and direct marketing were channels used to raise awareness.