What: As Vancouver prepares to host the province’s first World Cup soccer match and welcome thousands of visitors looking to enjoy B.C.’s spectacular nature along with their soccer matches, Sierra Club BC is launching a massive ad campaign with an alarming message: “100 soccer fields of old-growth forests are still clear-cut every day in B.C.” The ads call on the provincial government to protect what’s left.   

The ad campaign, which launched this morning with the support of social impact agency Point Blank will include online videos and graphics as well as transit tunnel ads on the Vancouver Skytrain, digital screens across Downtown Vancouver, an LED truck in the PNE Fan Zone and multiple building projections throughout the tournament. 

When: Join us for our first building projection on Saturday, June 13 at 9:00 PM. 

Where: Vancouver Art Gallery, Howe Street side. The projection will be pointed at Pacific Centre.

More information: Old-growth forests are the foundation of life in B.C. They provide our communities with clean air and water, shelter endangered species, support B.C.’s billion-dollar tourism industry, and are culturally important to many First Nations.   

Despite repeated promises from the provincial government to protect these at-risk ecosystems, the latest available data shows every day 100 soccer fields of irreplaceable old growth are cut down, only a fraction of the most endangered old growth ecosystems remains standing and the majority of what remains is still without protection (for more background see our independent state of the forest report). 

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