The Pacific Salmon Foundation, a not-for-profit organization dedicated to conserving British Columbia’s salmon populations and the 130+ species they support, has launched a new campaign to drive donations in support of their vital work.
At the centre of the campaign is Mr. Brown, an animatronic bear making his 2nd year return as Pacific Salmon Foundation’s spokesperson. He shares the importance of donating, before taking the audience through his failed attempt at going door-to-door fundraising.
“Drumming up donations, even for incredible organizations like PSF, isn’t easy. We decided to acknowledge that with our loveable Mr. Brown,” said Jake Hope, Creative Director at VML Canada. “PSF is working to help salmon as they face some monumental challenges in a changing climate. But finding humour in their work helps connect with people.”
Mr Brown Cold Call
The campaign, launched on November 19th, is supported by TV, online video and social. It encourages Canadians to visit PSF.ca to donate, with contributions directly supporting PSF’s initiatives to save and restore BC’s salmon.
“BC’s salmon are vital to our ecosystems and culture,” said Allison Colina, VP of Development, Marketing & Communications at Pacific Salmon Foundation. “We hope this campaign inspires people to see their importance and take action by donating. Every dollar helps restore salmon and the many species they sustain.”
About Pacific Salmon Foundation:
The Pacific Salmon Foundation, founded in 1987, is a non-profit environmental organization dedicated to the conservation and restoration of wild Pacific salmon and their habitats in B.C. and the Yukon. For us, it’s salmon first, salmon always and we never go it alone. We work with First Nations, Government, ENGO partners, industry and all people for salmon who share the desire to save and restore these iconic species.
About VML:
VML is a leading creative company building connected brands that drive growth. We offer clients end-to-end capabilities cutting across brand experience, customer experience, and commerce. The agency is recognized globally by the Forrester Wave™ Reports, which name VML as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. VML’s global network is powered by 30,000 people across 60-plus markets. In Canada, VML is celebrated for its innovative and award-winning work for blue chip client partners including The Coca-Cola Company, Rogers Communications, CircleK/Couche Tarde, Colgate-Palmolive, OLG, Canada Life, IKEA, and Microsoft. Principal offices are in Montreal, Toronto and Vancouver.
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X. #WeAreVML
