The Challenge

The Tula Foundation tasked Yulu with delivering a high-impact news conference to announce the final donation of $92 million to the organization from founders Eric Peterson and Christina Munck, along with a 55-acre land donation to the BC Parks Foundation. This contribution will help Tula continue catalyzing scientific-based innovation while beginning its transition to independent sustainability.

The Strategy

Using insights gained from a thoughtful discovery session and interviews with key team members, combined with deep expertise in the media landscape where Tula is based, Yulu devised a communications strategy for the announcement and news conference designed to raise brand awareness and put a clear marker in the ground, raising awareness of what the future holds as the organization continues to focus its work on climate change, coastal and ocean science, and biodiversity/ecosystem research.

The Results & Impact

This project led to:

  • A successful conference with 6 speakers
  • 7 conference attendees
  • 323 pieces of media coverage
  • 7 spokesperson interviews