Trout Unlimited media campaign is research driven
The first round of ads incorporates the research in the following ways:
1.) Emphasizes importance of the salmon fishery
The spots all emphasize that Bristol Bay is the world’s largest salmon fishery.
Print ads: mention that it’s worth almost $400 million and is the state’s largest salmon industry.
Radio spots: mention that Bristol Bay is Alaska’s most productive salmon spawning grounds. And that the mine would be located in the headwaters, raising fears about toxic spills.
Television spots: also emphasize the value of Bristol Bay from an economic standpoint.
“It’s OK:” You can still be for development in Alaska, even if you’re against digging a giant copper mine right smack in the middle of fragile spawning grounds.
“Maybe:” Maybe the Pebble Mine won’t create any pollution.
Maybe a huge mine really won’t hurt Alaska’s most stunning wilderness.
Maybe not one toxic chemical will ever leach into the headwaters of our largest salmon fishery. Maybe we’re all just worrying about nothing.
But when you think about what we stand to lose, do you really want to risk it… on “maybe”?
“Ours:” incorporates commercial fishing video and says “there are some places that make us all richer.”
2.) Emphasizes the risks involved with Pebble, a mine of unprecedented size and scope.
Print ads: say “accidents happen. It’s a part of life. “Definitely part of the mining industry.” Also they mention that no large-scale mine has ever operated without creating significant pollution to nearby lakes and rivers.
Radio: plants doubt in listeners’ minds about risks we would be taking with Pebble.
Maybe the Pebble Mine won’t create any pollution.
Maybe a huge mine really won’t hurt Alaska’s most stunning wilderness.
Maybe not one toxic chemical will ever leach into the headwaters of our largest salmon fishery. Maybe we’re all just worrying about nothing.
But when you think about what we stand to lose, do you really want to risk it… on “maybe”?
TV: Same as radio. The ads plant the seed of doubt that Pebble and Bristol Bay can co-exist, and asks people to think about, is it worth the risk?
