For almost a decade, environmentalists, government and resource companies have been haggling over the fate of the old growth Great Bear Rainforest on British Columbia's (BC) mid-coast.

BC's conservation community was determined to break the stalemate in 2001, turning to Element to help develop an effective campaign that engaged the public in the dialogue.

Element developed a values-based campaign that combined the public's emotional connection to the land with a sense of urgency. The television-based campaign generated more than 52,000 web visits and 8,000 phone calls in support of preserving this natural treasure.

The campaign turned up the heat on targeted parties to help reach an important agreement preserving the forest for generations to come.