CASE STUDY: Pacific Salmon Foundation
When the Pacific Salmon Foundation partnered with 6P Marketing, they sought to elevate awareness about the current state of Pacific salmon species and inspire meaningful action. Coelement had the opportunity to create a compelling visual story that would captivate viewers and direct them to the Pacific Salmon Report. Here’s a look at how we approached the project and its lasting impact.
Understanding the Narrative
The Pacific Salmon Foundation needed to reach a well-informed audience, offering a clear and engaging summary of the challenges facing Pacific salmon populations in BC and Yukon. Our role was to take the complex and sometimes overwhelming data from the report and turn it into an ‘aha’ moment—one that made the issue approachable, while igniting the desire to learn more and take action.
To do this, we immersed ourselves in understanding the multi-faceted threats to salmon, including habitat loss and climate change. We focused on crafting a video that would simplify these complexities without diluting their importance, inspiring advocacy in an authentic, emotionally resonant way.
The Storytelling Concept
At the heart of our approach was the idea of making the Pacific Salmon Report feel accessible, powerful, and essential. We wanted the audience to understand not only how the various species of salmon were faring, but also how their survival is tied to entire ecosystems and communities. The video we created worked as a visual narrative that connected the intricate science with human emotion, showing why this report is a vital resource for anyone advocating for salmon conservation.
The story unfolded in stages—starting with the broad issues facing Pacific salmon, then narrowing in on key facts and statistics that encouraged deeper engagement with the report itself. The goal was to inform, inspire, and leave viewers with a sense of urgency and hope for the future of salmon.
Results and Impact
The video delivered on its promise, successfully resonating with the Pacific Salmon Foundation’s audience and driving traffic to the report’s website. By blending concise storytelling with impactful visuals, the project sparked conversations and helped build greater awareness of the issues affecting salmon populations in BC and Yukon. In collaboration with 6P Marketing, we created a piece that connected emotionally and intellectually, establishing the Pacific Salmon Report as a go-to resource for policy makers, advocates, and concerned citizens alike.