The Challenge
BC is home to more biodiversity than any province or territory in Canada, yet, 43% of the province’s assessed species have low or dwindling populations.
The Nature Trust of BC wants to challenge this alarming stat. The organization works to conserve ecologically important parcels of land for generations to come as a means of protecting ecosystems, wildlife and our planet.
Yulu partnered with The Nature Trust of BC to raise awareness of its important work, strengthen media connections and elevate key milestones tied to land conservation, biodiversity awareness and fundraising efforts.
The Strategy
Yulu developed a long-term communications program, leaning into the moments with the greatest news value to generate the most interest from media. For each key milestone, Yulu evaluated the storytelling opportunity and broader relevance to inform a tailored media approach that would build journalist relationships and reach the right audiences.
In addition to media relations, Yulu developed six social media campaigns centered around timely events and milestones, including the public celebration of The Nature Trust of BC’s 50th anniversary in 2021, World Biodiversity Day, World Conservation Day, World Wildlife Day, and two fundraising campaigns to conserve critical wildlife habitat on Vancouver Island and in the Discovery Islands.
The Results & Impact
In our four-year engagement, Yulu has secured:
- 676 pieces of coverage, including Global TV, CHEK TV, Daily Hive, CBC, CTV, Castanet, The Globe and Mail, and Explore Magazine
- 80 new media relationships
- Amplified 59 announcements
- Six social media campaigns with a combined reach of 3.2M+, 163 earned posts and engagement over 26K+
