Salmon Warriors Campaign

Uniting a region to fight for salmon

With Washington’s salmon runs at near extinction levels, Indigenous-led nonprofit Salmon Defense partnered with C+C to build broader public support to protect this iconic species. Salmon are vital to the state’s culture, environment, and economy, but research showed many residents were unaware of the urgency of the crisis. However, they were motivated to act by hearing from trusted voices and seeing people work together. C+C created the multi-award winning “Salmon Warriors” campaign, which centered tribal leaders, environmental scientists, and representatives from the fishing community as compelling storytellers and collaborators in saving salmon in Washington. A powerful flagship video, regional PR, advertising and social media, a launch media event on the Nisqually River, and a strategic op-ed placement in The Seattle Times amplified the message and generated national buzz about bringing diverse voices together for a common goal.

11,000%+

increase in website traffic

415,000+

social engagements

Speaking opportunities at SXSW, Pacific Northwest Climate Week, and Town Hall Seattle