Voices supporting this important transition include 102 First Nations, scientists, commercial fishers, sport and recreational fishers, tourism and tour operators, business leaders, chefs and restauranteurs, academics, streamkeepers and volunteers. British Columbians, across multiple sectors, understand that wild Pacific salmon are critical to preserving what makes BC unique and special.

With the production support of the incredible team at Redshift Collective, who spearheaded the campaign, I met with dozens of stakeholders to document their stories and share across all forms of media.