IGNITING PASSION FOR SALMON
The salmon resource is a politically and emotionally charged topic in Alaska. From subsistence to commercial to recreational users – everyone is connected to salmon – but they rarely agree on short or long-term priorities for its protection and use.
Spawn Ideas was called upon to understand how Alaskans’ shared passion for salmon could bring divergent groups together to share ideas on how to ensure the resource was around for the next 100 years for all to enjoy.
BUILDING AN ARMY OF VOICES FOR SALMON
How do you enlighten and encourage Alaskans to share their feelings about the wild Alaska salmon resource? Make it fun! The online “Salmon Love” quiz engaged audiences by asking a series of questions that measured the size of participants’ love for the resource, while collecting contact information for future communications. Other tactics followed, including a Haiku contest on social media and a signature storytelling event. Alaskans showed time and again that they were willing and proud to share and celebrate their connection to salmon.
In less than 12 weeks, the Salmon Love campaign captured the hearts of casual observers and vocal advocates, awakening cooperation, appreciation and mobilization. More than 10,000 sweepstakes entries were collected on the Salmon Love site with nearly 1,400 “likes” on Facebook. Analytics and code tracking showed that radio and direct mail delivered the greatest traffic to SalmonLove.com, with 29% and 23% respectively. Facebook ads and promoted posts delivered another 10%.
Spawn Ideas and several partners launched The Salmon Project: DHM Research, Thompson & Company, Design PT and ThinkShout.