CA Department of Fish and Wildlife
Keep Me Wild
PR event, billboards, radio, posters, brochures, web
OneWorld addressed a two-fold problem: people who allow wildlife, especially bears, access to garbage and other food, and the antagonism between this government agency and animal rights groups objecting to the legal killing of "problem bears" addicted to human food, as threats to human property and safety. Our campaign spoke to everyone's interests - including the wildlife: a new outreach strategy, branding, website, and media messages. A news conference helped to obtain extensive media coverage and public support.