Miley Cyrus Lends Help (and Voice) to New Campaign

A new campaign has just been launched with the help of pop star Miley Cyrus. The Pacific Wild campaign aims to help spread the word that, despite the new ban on trophy hunting, bears in British Columbia are being hunted via a loophole that allows hunters to claim them as food.

Created by DDB Canada Vancouver, the campaign’s centrepiece is an online video [above] which features Miley Cyrus performing a rendition of Teddy Bears’ Picnic against the backdrop of an empty wilderness. Viewers are encouraged to visit the campaign microsite where they can sign a petition, make a donation, and record their own version of the song to share via social media. The campaign is supported by an influencer and media relations program implemented by DDB Public Relations.

"With more than 90 per cent of British Columbians opposed to trophy hunting," explains Lance Saunders, national president and COO, DDB Canada, "we saw an opportunity to harness their emotion, and galvanize them to stop the hunt. One more majestic grizzly bear lost to hunting vanity is one too many.”   

Proceeds from the campaign will go towards Pacific Wild’s public education efforts, advocacy and conservation campaigns for the protection of bears, wolves and other threatened species and habitats.