Love AB Forests Forest Assembly

Many Albertans have passive feelings about the province’s forest industry. But, they feel strongly about forest wildlife —and an undeniable love for puppets. This campaign brought the two together, using friendly animal puppets to spotlight something truly remarkable: Alberta forest companies’ 200-year management plans. It’s the most surprising and impressive example of sustainable forest practices, brought to life in a way that highlights the industry’s commitment to the entire forest ecosystem including its wildlife. The campaign sparked a strong emotional reaction increasing positive perception 10% and moving the Alberta forest industry to the second most positively regarded natural resource sector.