Oceana Canada is an independent charity established in 2015 and is part of the largest international advocacy group dedicated solely to ocean conservation. Sharks play an important role in the ocean, and as top predators, they are critical in regulating the food chain and serving as an indicator for ecosystem health. The global demand for shark fins for delicacies such as shark fin soup means they are one of the most exploited species on the planet.

The communications need and opportunity was evident: build on the existing momentum in Canada to push the federal government to implement a national ban. This campaign supported Oceana Canada’s mandate to protect the ocean and also provided an opportunity to expand its base of supporters through grassroots activism.

Oceana Canada developed a communications strategy focused on reaching target audiences, raising awareness and driving action. This required an adaptable plan, providing opportunities to pivot quickly, depending on how Bill S-238 was progressing. It was also important to keep the momentum going throughout the campaign and maintain a high level of supporter engagement.

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