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Case Study

Elevating CPAWS' Advocacy for Nature Through Strategic Communications

Canadian Parks and Wilderness Society

Conservation PR & Media Relations for CPAWS: Advancing Nature Protection Across Canada

 

When conservation organizations need to influence national conversations, credible research alone is not enough. They need communications that translate complex evidence into stories that reach journalists, policymakers, funders and the public.

Yulu partnered with the Canadian Parks and Wilderness Society (CPAWS) to strengthen conservation advocacy across Canada through strategic communications, earned media and thought leadership.

Over six months, Yulu secured 36 earned media placements and more than 157 million in cumulative potential reach, helping CPAWS bring biodiversity protection and the economic value of conservation into national conversations.

About CPAWS

The Canadian Parks and Wilderness Society (CPAWS) is Canada's only charity dedicated to protecting public land, freshwater and oceans. Working alongside Indigenous Nations and communities across the country, CPAWS advances solutions that address biodiversity loss and climate change while safeguarding nature for future generations. CPAWS partnered with Yulu to strengthen its national advocacy efforts through strategic communications that elevated public understanding of nature conservation and kept biodiversity at the centre of national conversations.

The Challenge

 

For more than 60 years, the Canadian Parks and Wilderness Society (CPAWS) has been a leading voice for the protection of Canada’s land, freshwater and ocean. As biodiversity loss and climate change continue to threaten nature, CPAWS has remained focused on demonstrating that conservation is not only an environmental imperative, but also essential to healthy communities, climate resilience and a strong economy.

 

The communications challenge was sustaining meaningful media attention over time while translating complex conservation policy, research and advocacy into timely, compelling stories that resonated with diverse Canadian audiences.

Our Approach

Yulu developed and executed a national strategic communications program that combined proactive media relations, thought leadership and issue-driven storytelling.

Throughout the engagement, we identified timely opportunities to connect CPAWS’ expertise to national conversations on biodiversity, protected areas, federal policy, Indigenous-led conservation and Canada’s 30 by 30 commitment. 

A key milestone was the launch of CPAWS’ peer-reviewed white paper, which found that protected and conserved areas contributed $10.9 billion to Canada’s GDP, helping reframe conservation as an investment in Canada’s economy, climate and communities.

Rather than treating the report as a standalone announcement, we used it as a platform for sustained storytelling, positioning CPAWS experts to contribute to evolving national discussions on conservation priorities, government policy and the future of Canada’s natural spaces.

RESULTS AT A GLANCE

  • 36 earned media placements
  • 157M+ cumulative potential reach
  • Six-month national campaign
  • Coverage across CBC, The Globe and Mail, Radio-Canada, National Observer, The Narwhal and APTN News
  • Cumulative potential reach reflects published audience figures and does not represent unique impressions.
Coastal kelp habitat illustrating marine biodiversity protection in Canada

Impact

 

Over six months, the program generated 36 earned media placements across leading national outlets, including CBC, The Globe and Mail, Radio-Canada, National Observer, The Narwhal and APTN News.

 

The campaign achieved more than 157 million in cumulative potential reach* while helping expand public conversations around the economic, environmental and social value of protecting nature.

 

Beyond earned media results, the program strengthened CPAWS’ position as a trusted thought leader. Reporters and senior decision-makers began proactively reaching out to the organization for insights and opportunities to connect, an indication of growing influence among the audiences shaping Canada’s conservation agenda.

 

*Potential reach reflects cumulative published audience figures and is not a measure of unique impressions.

What Conservation Organizations Can Learn From This Campaign

 

The CPAWS campaign demonstrates how conservation communications can move beyond individual announcements to sustain visibility and influence.

 

By connecting peer-reviewed research, national policy priorities and timely media opportunities, Yulu helped CPAWS establish a consistent voice in conversations about biodiversity, protected areas and the economic value of nature.

 

For conservation nonprofits, environmental foundations and advocacy coalitions, this approach offers a model for building long-term media relationships, strengthening expert visibility and bringing evidence-based perspectives to audiences shaping conservation decisions.

Services Provided

 

  • Strategic communications
  • Environmental communications
  • Earned media
  • Media relations
  • Thought leadership
  • Public affairs communications

Frequently Asked Questions

 

What does an environmental PR agency do for conservation organizations?

An environmental PR agency helps conservation organizations translate complex research and policy into accessible stories through media relations, thought leadership, and strategic communications.

 

How did Yulu support the Canadian Parks and Wilderness Society (CPAWS)?

Yulu delivered a six-month national communications campaign combining media relations, thought leadership, and storytelling to elevate CPAWS’ advocacy for biodiversity and conservation across Canada.

 

What results did Yulu achieve through its CPAWS communications campaign?

Yulu secured 36 earned media placements across outlets including CBC, The Globe and Mail, and The Narwhal, generating 157M+ in cumulative potential reach, not unique impressions.

 

How can strategic communications strengthen conservation advocacy?

Strategic communications connects conservation research and policy to public priorities, helping organizations build credibility, engage decision-makers, and contribute to national conversations.

 

Why choose an environmental PR agency in Canada?

An environmental PR agency helps conservation organizations translate complex research into credible stories, strengthen national media visibility, and advance advocacy. Yulu’s work with CPAWS demonstrates this approach through sustained media relations and conservation thought leadership.

 

Can conservation nonprofits use research to sustain media attention after a report launch?

Yes. Research can establish a timely news moment, while expert commentary, policy milestones and responsive media outreach can extend its relevance. Yulu used CPAWS’ protected-areas research to support sustained conservation storytelling beyond the initial announcement.

 

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Looking for a Conservation PR & Advocacy Communications Partner?

Whether you are launching conservation research, building public support for protected areas, strengthening donor engagement or seeking national media visibility, Yulu can help.

Our team combines expertise in environmental policy, conservation advocacy and strategic communications with the media relationships needed to elevate credible voices and evidence-based solutions.

Let’s discuss your conservation communications goals

Or contact environment@yulupr.com.