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.
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.
03
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
