B.C. salmon farmers have launched a $1.5 million advertising campaign to change the way the public views their controversial industry.
The campaign, called BCSalmonFacts, includes TV spots, print ads, a website and forum and Twitter and Facebook pages.
Mary Ellen Walling, executive director of the B.C. Salmon Farmers Association, told Business in Vancouver the campaign is designed to target Lower Mainlanders who might not understand the industry or know where their seafood comes from.
She also said the industry has made major leaps toward sustainability in recent years in response to critics who claim the industry poses a major threat to wild salmon stocks.
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