Ducks Unlimited Canada is a non-profit organization that has been preserving Canada’s wetlands for more than 80 years. They take a scientific approach to conserving habitat for North American waterfowl, wildlife, and people. Coldwater Communications has been fortunate to work for them on campaigns both locally in BC, and nation-wide.
On Monday, May 20th, 2022, Coldwater Communications executed an earned media campaign in British Columbia to bring attention to target audiences for Project Dragonfly, a national citizen science initiative from Ducks Unlimited Canada.
The target readers/listeners/viewers included mainstream audiences unfamiliar with Ducks Unlimited Canada’s work. More notably, young urbanites of diverse backgrounds with an interest in the natural world and a concern about climate change and biodiversity loss. These audience members had the potential to engage with Ducks Unlimited Canada as a member, donor, or advocate. Municipalities, city council members, and potential landowner and industry partners were secondary audiences.