Cliff Walk Commission

Social Impact Video

Project Overview

As a member of the American Marketing Association (AMA) at Salve Regina University, I collaborated on a submission for the 2022 AMA International Collegiate Conference Social Impact Video Competition.

Our chapter partnered with the Cliff Walk Commission to create a video highlighting the importance of preserving the Cliff Walk, a historic coastal landmark and public walkway in Newport.

The goal of the project was to raise awareness of the Commission’s work while demonstrating how strategic storytelling can support local causes.

The Problem

The Cliff Walk is one of Newport’s most well-known landmarks, but awareness of the organization responsible for its preservation is limited.

While the Cliff Walk Commission plays a critical role in maintaining and protecting the space, its work is not always visible to the broader public. This creates a challenge in building support, engagement, and long-term advocacy for preservation efforts.

Maintaining the Cliff Walk is essential for both safety and accessibility. The path is heavily used by local residents, tourists, and college students, making regular upkeep a priority. Past structural damage and erosion have highlighted the need for ongoing investment to ensure the walkway remains safe, clean, and accessible for the community.

Without greater awareness of these efforts, it becomes more difficult to generate the support needed to sustain and protect this important public space.

The Approach

The strategy focused on using storytelling to connect the Cliff Walk’s history, environmental significance, and community value.

Key elements of the approach included:

  • Developing a narrative that balances historical context with present-day relevance

  • Creating a script that is clear, engaging, and informative

  • Selecting visuals that reinforce the Cliff Walk’s impact and accessibility

  • Incorporating messaging that highlights the importance of preservation efforts

We also aligned the video with a broader social media strategy developed through a Marketing Strategies course, reinforcing how content can extend beyond a single deliverable.

The Solution

The final deliverable is a social impact video that highlights the Cliff Walk as both a historic landmark and an actively maintained public resource.

The video combines:

  • Narration that explains the Commission’s role and mission

  • Visual storytelling to showcase the location and its significance

  • Messaging that encourages awareness and appreciation of preservation efforts

The result is a piece of content designed to inform, engage, and support the Commission’s broader visibility goals.

Recognition

The project was recognized at the national level, placing Third Overall at the 2022 AMA International Collegiate Conference in Chicago.

This recognition reflects the strength of the concept, execution, and collaboration behind the work.