If there’s one thing we’ve learned from watching the news over the years, it’s that as long as society depends upon oil, we can depend upon environmental disasters being associated with it too. Unfortunately, most people only tend to support a cause after the worst has already occurred. So in order to bring the public’s attention to something that hadn’t happened yet, this agency decided to take a page out of the news world itself. For three weeks in December 2013 “The Inevitable News” took over the WWF Canada Facebook page.

Functioning like a real news team, complete with newscasts, Facebook posts and Twitter updates reporting on an inevitable spill in the Great Bear region. Daily Facebook polls and follower’s tweets were incorporated into nightly newscasts. The public was then encouraged to write their local politician and urge them to oppose the plan.

The campaign itself prompted an unprecedented amount of public support while major media outlets including Fast Company, Huffington Post, and CTV News covered the campaign. But the true measure of the campaign’s success would be measured by our goal of influencing the political agenda. And with direct communication to their elected representatives through the site, many politicians were prompted to break their silence on the issue and publicly oppose the plan in the House of Commons. Forcing Christy Clark, the Premier of BC, to finally go public with a decision to not move forward with the pipeline.