Our World Cup campaign put a spotlight on BC’s old growth
Stories
Our World Cup campaign put a spotlight on BC’s old growth
August, 2027
Now that the tournament is over, we are glad to report that our World Cup inspired old-growth digital ad campaign delivered 1.6 million impressions!

Photo by Jen Muranetz.
Our campaign by the numbers
During the tournament, between June 11 and July 19, over 360,000 people watched our online video on their TVs before streaming a game. And displays of our ads on screens across Downtown Vancouver and the Fan Zone, billboards, an LED truck, the Skytrain and building projections generated over 500,000 exposures.
Thanks to our supporters, we were able to use this huge opportunity to remind our provincial government that that the majority of British Columbians want real steps taken to protect old growth.

Photo by Ancient Forest Alliance.

Our public awareness campaign also called on people to send a message to the B.C. government to protect these precious ecosystems for future generations. Since the ad campaign launched, thousands of people have signed our petition!
You can help us keep the momentum going by signing it today!
Protecting old growth
British Columbia is home to some of the last endangered old-growth forests on Earth and they are an essential part of 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 and reform forest stewardship, old-growth forests in B.C. are being decimated by continued industrial over-cutting, climate change-fueled wildfires and slow conservation progress. We need to protect what’s left before it is too late.
The recent wildfires our province and the rest of Canada have been grappling with remind us how important it is to change the way we manage forests in B.C. Old-growth forests are not just massive carbon sinks that help clean our air, they are also ecosystems that act as giant sponges and create their own microclimates that both prevent and lessen the impacts of forest fires and drought.
We need to protect our old-growth forests, not just because they are globally rare but also because our health and the lives of countless species depend on them.
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