Interactive ad: Alberta Wilderness Association: No More Grizzlies

View hi-res

Top 6: October 6th 2010

A recent study revealed that fewer than 700 grizzlies remain in the province of Alberta, down from an already low 1000 in 2002. Many Albertans don’t know that the grizzly population is being threatened; nor do they know habitat disturbance is the main cause (as opposed to hunting).Calder Bateman Communications Edmonton organized the site.

To raise public awareness of the threat facing the grizzly population, we created a fake organization called No More Grizzlies which demanded the elimination of grizzlies – advertised through posters, newspaper, radio, and a mock public rally, all directing people to visit the website – as a way of revealing and educating that if it’s not okay for an extremist group to endanger grizzlies, it shouldn’t be okay for Alberta to do it.

The absurdity of the “destroy grizzlies” message from the advertising caught public and media attention immediately. The campaign got national media attention online and in newspapers, and was featured on a TV news report – amounting to wide spread unpaid media. Donations also increase approximately 240% over the same period of time last year.