Love Alberta Forests: Sasquatch

Our “Love Alberta Forests” campaign for fall 2023 employed our region's most iconic mythical figure, the Sasquatch, to debunk misconceptions about Alberta’s forest industry. Positioned as a guardian of the forests, Sasquatch informed his human audience about the sustainable forest management practices required to maintain our forests for future generations. This initiative spanned both traditional and digital platforms, with a focus on targeted strategies to reshape perceptions. The campaign's success was remarkable. Social media reach skyrocketed by 1800%, website traffic increased by 144%, and engagement time on the new website grew by 243%. Most significantly, there was a 12% rise in positive industry perception and a 22% decrease in negative views among our target audience.