Alberta Forest Products Association
Love AB Forests Forest Assembly
Education can be fun.
Many Albertans have passive feelings about the province’s forest industry. But, they feel strongly about forest wildlife. So, to shed some light on the Alberat forest industry's 200-year management plan, we leaned into a device that's synonymous with making technical facts sound fun—puppets. And naturally, we made them cute Alberta wildlife.
The campaign sparked a strong emotional reaction, increasing positive perception by 10% and moving the Alberta forest industry to the second most positively regarded natural resource sector.
What we did
Advertising Campaign
Media, Comms + Public Relations
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