Turning likes into local impact: How Philly-based creators use their platforms for good

In a world saturated with digital content, Philly-based creators are using their platforms to reconnect us with the environment — and inspire real-world action right in our own neighborhoods.

In 2023, local urban forester Andrew Conboy, aka @Andrew_the_Arborist, posted a video explaining how to get a free street tree from the Pennsylvania Horticultural Society. The video reached over 500,000 people — and by 2024, the City of Philadelphia surpassed its their tree planting goal by 2,263 trees. Coincidence? Maybe not.

Scientists, environmental professionals and enthusiasts are reshaping the social media landscape by turning it into a tool for environmental education and action. In Philly, they’re using their platforms to spotlight local biodiversity, advocate for greener neighborhoods, and empower people to get involved — from planting trees to protecting native species.

Turning Views into Trees

Conboy, a Whitemarsh native, originally posted gaming content, but pivoted to highlighting native trees, urban ecosystems, and the importance of tree care. One of his most viral TikToks — about tree roots and how trees “talk” — reached 7 million views.

“I’ve been kind of surprised with how interested many folks are in the content. I think it’s a really good way to educate… and hopefully reach the lives of people who can make better decisions in their own landscapes and have a trickle down effect throughout the area,” said Conboy.

In addition to his work and content creation, Andrew launched the Community Canopy Project, a volunteer effort that focuses on ecological restoration. In April 2025, Conboy will host restoration at Harriet Wetherill Park by planting more native trees while educating on proper planting and native restoration.

Making Science Pop Through Art

Walk through one of Philly’s trendiest neighborhoods, and you’ll see murals that put the “fish” back in Fishtown. One mural on Trenton and Norris streets features a beautiful turquoise background with animals like a blue heron, a beaver, representing animals that live along the Delaware River that can be seen every day in Penn Treaty Park. The artwork doubles as environmental storytelling.

As an active member of the Fishtown Neighbors Association Board of Directors, Sarah McAnulty, PhD, led the project to create murals in Fishtown. McAnulty is a squid biologist, street artist, and Executive Director of Skype A Scientist, where she connects classrooms and communities with scientists, making STEM accessible and exciting for everyone.

“We need to show them these animals, they’re not just cool-looking animals. They’re our neighbors. They live among us. And it’s our responsibility to make sure that we are taking actions to make our city is safe for them and us,” explained McAnulty.

Her Instagram @sarahmackattack features videos and environmental art that blend science, creativity, and a strong message of social justice — all through the lens of today’s political climate.

“I’m really trying to organize people who care about science, to spread science information with their communities too,” said McAnulty.

McAnulty makes a variety of videos emphasizing the wonders of local biodiversity. McAnulty’s aims to make local nature and STEM topics accessible to everyone in her community of Philadelphia.

Sarah’s also planning more art-meets-eco events around Philly that welcome all styles and skill levels.

Building an Inclusive Birding Community

After the viral incident involving Black birder Christian Cooper who experienced racial bias in Central Park by a white woman, Amy Cooper in 2020, Jason joined the first-ever virtual Black Birder’s week realizing just how many people shared his love of birds and nature.

Jason Hall, founder of In Color Birding Club and @thebirdingbeardsman on Instagram, aims to make birding more inclusive. Through social media and meetups, he’s building a joyful, intersectional birding community that centers Black and Brown birders — and celebrates every type of birder, from solo observers to community connectors.

“Birding is this pathway to not only connecting with nature anywhere you go, but with other people that share that value of nature,” said Hall.

In Color Birding quickly took flight — growing from six attendees in 2021 to 461 in 2024.

Hall discovered his love for birding in 2001 in an environmental science class. He sees birding as exactly what you make of it, as long as you celebrate birds.

“They (people) want to enjoy the intricacy of a single bird and its story over the seasons, right, or a single species… You have people that bird to build community, which is really a lot of what In Color Birding is focused on.”

Whether it’s planting a tree, painting a mural, or spotting a sparrow, these creators are turning passion into impact — and helping more Philadelphians feel connected to the natural world around them.

Because Philly isn’t just a city — it’s a living ecosystem full of resilient plants, curious creatures, and people who care.

Want more sustainability on your social media? Follow Green Philly on Instagram.

Cover photo: Jason Hall showing new birders tips on a walking tour. Photo courtesy of Hall.