Save BC Salmon – communications help concerned group swim upstream
Communication Need: The farming of salmon in B.C. estuary waters has led to a lethal infestation of young wild salmon by sea lice. Penned salmon are older, protected by mature scales and antibiotics. But the young wild salmon ‘smolts’ subjected to these parasites will not survive to maturation. National attention needed to be brought to this issue to achieve action by the provincial government.
What Up Marketing did: To gain national exposure
within the budget of this informal group of motivated scientists,
citizens and small Vancouver Island businesses, Up Marketing found them a
last-minute opportunity to run a discounted full page colour ad on the
back of the Globe and Mail’s front News section. In three days, we
designed the ad and built a website (SaveBCsalmon.ca) to present the
issue with background information and an online petition, allowing the
supporters of the cause to instantly send a message to the federal and
provincial ministers responsible for our fisheries.
The Result: E-mails and offers of support have come in from across the country. The group had built the case against this harmful aquaculture practice with their research, experience and commitment. Up Marketing packaged and broadcast their message. Thousands of petitions have been delivered and the number continues to grow. The media all across the country have picked up the story. The pressure is mounting on the government. And perhaps, wild BC salmon will be saved.