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CPAWS polar bear campaign

Writing new copy across multiple platforms for CPAWS Manitoba’s long-standing letter signing campaign

to protect the province’s polar bears.

Polar Bears

01

Goals

The primary goal is to increase the number of online petitions signed, with a secondary goal of raising awareness of the threat to polar bears in Manitoba.

02

Audience

The primary target audience is baby boomers with a passion for family, conservation, and leisurely outdoor activities and a secondary audience of millennials working within policy or environmental fields with interests in climate action and outdoor activities.

Polar Bears

03

Polar Bear

Outcome

The newsletter had an open rate more than 6% higher and a click rate of 1% higher than the organization’s average from the past

6 months. 

 

The Facebook ads performed well, with one achieving a nearly 42% conversion rate. 

 

Social media posts and ads ran alongside these efforts,

as well as a print ad in the Winnipeg Free Press.

 

Within 3 months, the number of signed petitions increased

by almost 70%.

04

The work

Newsletter

Social media ad

Newspaper ad

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Need interim support while you're hiring an internal staff member?

Or a last-minute campaign needs to pivot but your team is at capacity?

Or you need a fresh set of eyes before launch?

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