Stories

Our ad campaign puts World Cup spotlight on B.C.’s old growth

June 30, 2026

The World Cup soccer matches are underway and Vancouver has welcomed hundreds of thousands of visitors looking to enjoy B.C.’s spectacular nature along with the tournament. To leverage this global moment, we launched a massive ad campaign with an alarming message: “100 soccer fields of old-growth forests are still clear-cut every day in B.C.”

Soccer fans walk past one of our old growth LED truck for the World Cup. This is just one of many ad installments splashed across Vancouver (Photo by Jen Muranetz).

These ads are a huge hit

Since the ad campaign launched on June 11, hundreds of thousands have watched our video before streaming a game, come across our online videos and graphics online, or walked by displays of our ads on digital screens across Downtown Vancouver. Plus, we’ve run billboards, an LED truck, transit tunnel ads, and multiple building projections throughout the tournament. With all this attention, thousands of people have taken action through our ProtectOldGrowth.ca website by sending a message to the B.C. government on behalf of forests.

Why did we run these ads?

British Columbia is home to some of the last endangered old-growth forests on Earth. As the world turns its attention to Vancouver, this is a huge opportunity to remind our provincial government that the majority of British Columbians want real steps taken to protect these precious ecosystems for future generations.

This is why our ad campaign is also calling on people to send a message to the provincial government at protectoldgrowth.ca.

A video was projected on buildings around Vancouver sharing the old-growth message (Photo by Jens Wieting).

Since the ad campaign launched on June 11, thousands of people have already taken action for old growth through ProtectOldGrowth.ca (Photo by Jen Muranetz).

What’s at stake

Despite repeated promises from the provincial government to protect these at-risk ecosystems and reform forest stewardship, the clear-cutting of the last ancient stands continues.

A recent independent expert report titled ‘Closer to the Brink’ showed an average of 100 soccer fields of irreplaceable old growth are cut down every day. Only a fraction of the most endangered old-growth ecosystems remains standing, and the majority of what remains is still without protection.

The World Cup reminds us of our unique place in the world when it comes to our forests—they are globally rare and disappearing under our watch.