Defend Our Coast
Organizations Involved: First Nations, unions, environmental groups, business owners and concerned British Columbians.
Challenge:
Organizers of a major public rally against oil sands pipelines and tankers needed to ensure that media coverage reflected the breadth, depth and diversity of public opposition. The goal was to use the rally to pressure the provincial and federal governments into taking definitive positions against pipeline and tanker expansion.
Strategy:
I created story pitches for local and provincial media by reaching out to event participants and identifying and interviewing local families who were hardworking, everyday British Columbians, and for whom pipelines and tankers were an important political issue, but one they had never taken action on before.
Results:
Attendance at the rally exceeded organizer expectations (4000 participants). Our media strategy built anticipation for the event and put the faces and voices of everyday British Columbians squarely in front of the media, proving that pipeline and tanker opposition in BC is truly mainstream. A full-page spread in the Vancouver Sun’s special weekend edition two days before the rally focused on the Zaleski family and the implications of pipeline politics in the next provincial election. Both Premier Clark and NDP leader Adrian Dix were quoted in the article, duelling over who was taking a more principled stand on pipelines.
LISTEN: Bill Good from CKNW’s The Bill Good Show speaks with Rick Zaleski and Art Sterritt, Executive Director of the Coastal First Nations, about public concerns about oil sands pipeline and tanker projects proposed for the west coast of British Columbia.
British Columbia Is Not For Sale
Organizations Involved: Union of BC Indian Chiefs, West Coast Environmental Law, Former Environment Minister David Anderson, World Wildlife Fund.
Challenge:
Opponents of oil sands pipelines and tankers sought to reframe provincial and national media coverage of the pipeline issue following Premier Christy Clark’s demand for a “fair share” of pipeline revenues in exchange for accepting increased risk to British Columbia’s coastline. The opponents felt that the media was missing the point that no amount of revenue sharing could compensate for the risk of an oil spill on BC’s coast.
Strategy:
We successfully promoted a packed press conference, drafted media materials and designed a banner backdrop featuring a salmon rendered in oil with the slogan “BC Is Not For Sale.”
Results:
We were able to change the channel, generating significant media coverage. Our “BC Is Not For Sale” salmon image was shared broadly online and used as part of allies’ social media posts. Subsequent polling has found that very few British Columbians support the Premier’s “Price is Right” approach to pipeline review.
Why The Women’s World Cup Matters
Client: Why The Women’s World Cup Matters
Challenge:
Use the occasion of the Canadian women’s soccer team’s bronze medal win at the 2012 London Olympic Games to raise awareness of equality issues in Canadian soccer at home.
Strategy:
We drafted a press release and pitched media on a story that celebrated the win, but also positioned it as an opportunity to raise awareness and to rectify the inequality between women’s and men’s soccer in Canada in terms of funding, leadership and sponsorship opportunities.
Results:
Why The Women’s World Cup Matters founder, Carrie Serwetnyk, was invited to speak on CKNW’s The Bill Good Show, one of the most-listened to radio programs in the province. She also spoke with a Calgary-based sports radio show, was invited by the UBC Sports Radio network to produce a public service announcement to air through the Fall and Winter of 2012/2013, and was featured in this article by the Vancouver Courier.
Oil Spill In The Great Bear Rainforest
Client: Gitga’at Nation
Challenge:
Get the federal government to clean-up a growing oil leak from a sunken ship off the coast of the Great Bear Rainforest. The government had been ignoring the spill for months, despite urgent calls for clean-up from area residents.
Strategy:
We drafted a press release and media relations strategy that included video and images of the growing oil spill and questioned how Canadians could have faith in the government’s push for larger resource projects, like the Enbridge Gateway pipeline, if it couldn’t handle smaller leaks.
Results:
Our strategy produced national media coverage, sparked a heated debate in the provincial legislature, and forced the federal government to respond, dispatching the Coast Guard and a team of divers to assess the leak and temporarily patch it. The story raised serious questions about the government’s ability to respond adequately to oil spills, and has helped to make oil tankers and pipelines a provincial election issue.
Enbridge Plans Dead in the Water – First Nations Pipeline Declaration
Client: Gathering of Nations
Challenge:
Organize a press conference for a major First Nations media announcement and ensure strong media turnout and favourable coverage.
Strategy:
We drafted a press release, media materials and media relations strategy that highlighted the news value and strength of the announcement, and made pitch calls to reporters.
Results:
Our press conference was standing-room only. Generating significant national coverage, it was one of the first major salvos in the ongoing First Nations opposition to the Enbridge Northern Gateway pipeline, and was one of the first stories to frame the project as being in doubt.
Calls Intensify for Pacific Tanker Ban
Clients: United Fisherman and Allied Workers Union, Wilderness Tourism Association of BC, BC First Nations and environmental groups.
Challenge:
How do you tell the same story twice? We were tasked with providing media relations support to a multi-stakeholder delegation travelling to Ottawa to call for a Pacific Oil Tanker Ban, something a similar set of groups had requested earlier in the year.
Strategy:
We drafted media materials and a media relations strategy that highlighted the unique and evolving nature of the new political coalition between labour, business, Aboriginal and environmental groups.
Results:
Despite attention earlier in the year, we were able to secure a second-round of strong media coverage including the above piece on the CBC’s The National.
Shorter Cases
Oil Sands Export Ban: BC First Nations Unite to Declare Province-Wide Opposition to Crude Oil Pipeline and Tanker Expansion
More than 80% of British Columbians oppose the crude oil tankers this pipeline proposal would involve. We provided media relations support for a First Nations announcement declaring a province-wide export ban.
Alberta’s latest oil sands conservation plan violates First Nations’ treaty rights – Gets failing grade from ecology experts (EDMONTON)
We provided media relations support and media advisory and press release distribution for this press conference in Edmonton.
“No Tar Sands Oil Coalition” Keystone XL Pipeline Ad Campaign & Congressional Letter to Secretary Clinton (EDMONTON)
We provided Canadian media relations support for the launch of a Washington D.C. ad campaign targeting TransCanada’s proposed Keystone XL pipeline, as well as publicity for a Congressional letter to Secretary Clinton, signed by 28 top-ranking House Democrats.
“No Tar Sands Oil Coalition” Keystone XL Pipeline Ad Campaign & Congressional Letter to Secretary Clinton (CALGARY)
We provided Canadian media relations support for the launch of a Washington D.C. ad campaign targeting TransCanada’s proposed Keystone XL pipeline, as well as publicity for a Congressional letter to Secretary Clinton, signed by 28 top-ranking House Democrats.
Coastal First Nations Send a Powerful Message to Enbridge – We pitched reporters and filled the room for this news conference with local, provincial and national media. We also helped write and edit a supporting op-ed for the respective Aboriginal leaders.
Tar Sands USA Today Ad – Media relations strategy resulting in coverage on all of Canada’s national television networks and in most national newspapers.
Last Place On Earth – We produced the NGO coalition news release and coordinated on site media strategy for three spokespeople. Key message: BC needs an endangered species law.
Mountain Caribou Audit – A story we pitched that revealed serious weaknesses in the provincial government’s mountain caribou recovery efforts. Bottom line: We got the minister on record on the biggest newscast in the province, committing to the original protections and time lines that had been promised.