In Blue Ridge, Georgia, the #LovingLocal campaign encourages both the visitors who cherish the surrounding mountains and the locals who call them home, to share their deep appreciation for the area. One particularly radiant example of #LovingLocal's impact is the "Lights Off, Fireflies On!" initiative—a project fostering community collaboration, environmental stewardship, and the unwavering pursuit of preserving the magic that makes Blue Ridge truly special.
The Spark
In recent years, the enchanting glow of fireflies has dimmed, due partly to increasing light pollution in the region. Recognizing the decline in firefly populations as a pressing issue, the Fannin County Chamber of Commerce, in Georgia’s Blue Ridge, saw an opportunity to engage the community in conservation efforts. Georgia is home to over 50 species of fireflies, more than any other state. Light pollution is thought to disrupt firefly mating and could be a major cause of the firefly population decline. With the collaboration of UGA Extension and other local partners, they set off on a mission to raise awareness and drive positive change, one light at a time.
Central to this effort was educating both visitors and locals. Many properties and cabins in the area are rented by out-of-town guests, and with a simple suggestion—turning off the exterior lights—a significant impact could be made to help preserve the natural habitat of the declining firefly population. But this change didn’t stop with the switch of a light, the Chamber had bigger goals — bringing this bright idea to the community as a whole.
The Origins of the Campaign
The journey began in 2020 when Blue Ridge faced an unexpected surge in tourism amidst the challenges of the pandemic. Trails were bustling, and the community, deeply rooted in outdoor recreation, found itself grappling with sustainability issues. Out of this concern emerged a shift towards stewardship—a focus not just on enjoying nature, but actively protecting it for future generations.
Last summer marked a pivotal moment when a chance encounter between community leaders and a UGA Extension representative sparked an innovative idea. Recognizing the impact of artificial light on local firefly populations, they launched a simple yet powerful campaign: "Lights Off, Fireflies On." This initiative became the cornerstone of the #LovingLocal campaign, employing a multi-pronged approach to education and community involvement. The concept was straightforward—encourage residents and visitors alike to switch off unnecessary outdoor lights to help fireflies thrive.
Growing Momentum and Community Engagement
Armed with postcards bearing the campaign's message, what began as a grassroots effort soon evolved into a broader educational initiative. Thousands of postcards were distributed across Blue Ridge and the initiative's webpage received significant traffic. The response was overwhelming.
Local schools joined in, with students planting over 600 milkweed plants—a vital habitat for fireflies—and distributing them throughout the community.
Collaboration became key. Partnerships with local businesses like Noontootla Creek Farms and educational institutions ensured the campaign's message reached far and wide. The local government, rallying behind the cause, even proclaimed July 2nd as "Fannin County Firefly Day," a celebration that underscores the community's commitment to conservation.
Education and Outreach
Central to the campaign's success was its educational outreach. From community workshops and interactive games for children to informative articles in local magazines, every initiative aimed to inspire action and foster a deeper connection to nature.
The "Lights Off, Fireflies On" game, for instance, scattered across parks, engaged families in a fun quest to learn about fireflies, complete with glow-in-the-dark Firefly pins as rewards. A local tourism magazine, "Welcome," partnered with the Chamber for a split issue featuring the #LovingLocal campaign. The publication, which reaches over 60,000 people annually, was distributed to educate visitors and locals about conservation efforts and the importance of sustainability.
A Conversation on Conservation
To celebrate the success of the #LovingLocal campaign, the "Dining with Fireflies" dinner provided a unique opportunity for key stakeholders to gather and discuss the ongoing efforts. Hosted in collaboration with Noontootla Creek Farms, the outdoor, long-table format dinner brought together county and city leaders, educators, elected officials, and other community members, further igniting enthusiasm and awareness for the conservation cause.
The Glow-Up: Measuring Success and Community Impact
The campaign's impact is evident in the impressive metrics achieved:
- Educational Outreach: Classroom education reached over 440 students, emphasizing the importance of fireflies and milkweed.
- Milkweed Distribution: Over 600 Asclepias incarnata and Asclepias tuberosa milkweed plants were distributed, enhancing local habitats.
- Postcard and Website Engagement: More than 2,000 "Lights Off, Fireflies On!" postcards were distributed, and the initiative's webpage received significant traffic.
- Community Feedback: Positive responses from locals and visitors, with many participating in the firefly game. The game, recently launched, has already seen 484 views and four completions.
Inspiring Other Destinations
The #LovingLocal campaign has illuminated a path toward a brighter, more sustainable future for Blue Ridge and offers valuable lessons for other destinations looking to drive community-led conservation. Engaging the community through educational outreach and trusted partnerships can create lasting change and instills a sense of stewardship. Additionally, celebrating local treasures plays a crucial role. Highlighting and protecting natural wonders can unite communities and inspire collective action.
We spoke with Christie Gribble, President & CEO of the Fannin County Chamber of Commerce & CVB, about advice for other DMO's who might be interested in promoting stewardship and conservation. Gribble stressed the importance of innovation, saying, "Take the risk of doing something different—conservation and stewardship isn't always seen in a positive way, but the work that we do around attracting visitors to our community can sometimes be detrimental to the natural resources." Reflecting on the campaign's success, she added, "there's been so much positive energy around the whole campaign."
For destinations inspired by Blue Ridge's success, the key takeaway is clear: conservation and sustainability efforts can thrive when rooted in local pride and community involvement.
The Destination Effect is a joint initiative by Destinations International and Tempest. To share your destination's success story, please email join@destinationeffect.com.
More Destination Effect Stories
Here to Inspire
The Opening of the Chinese Canadian Museum and the Power of Hidden Stories
Helping a Community Achieve Its Goals Through a Bike Race
The Future of Electric Vehicles in Chattanooga
The Power of Together
Better Connectivity for Victoria
A Leader in Sustainability
Amazon’s Presence in Mesa
Additional Resources
