IN THE PACIFIC NORTHWEST, WE DON’T PLAY ABOUT OUR ORCA.
So when the Center for a Humane Economy asked if we could help launch a consumer choice campaign and inspire people of the PNW to apply economic pressure to save the orca—we were all in.
For decades, man-made threats have endangered Southern Resident Orca. Legislation and advocacy efforts continue to fight shipping noise, overfishing, pollution, and climate change impacts. That left us to figure out how families could take the fight into their own hands…and plates…and fridges…by not buying, eating, or ordering the orca’s rapidly declining primary food source, King Salmon.
Our message was simple—through the power of consumerism, we can all make an impact and leave more fish for the orca by swearing off King Salmon. And our campaign was a pledge for every Pacific Northwestern to make King Salmon a bad word for a good cause.
COPY: LACEY GONZALEZ // ART: MICAELA TODD // CD: STEPHANIE SULLIVAN