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The Pacific Salmon Foundation (PSF), a not-for-profit organization dedicated to conserving British Columbia’s salmon populations and the 130+ species they support, has launched a new campaign to drive donations in support of their vital work.

At the centre of the campaign is Mr. Brown, an animatronic bear making his 2nd year return as Pacific Salmon Foundation's spokesperson. He shares the importance of donating, before taking the audience through his failed attempt at going door-to-door fundraising.

“Drumming up donations, even for incredible organizations like PSF, isn’t easy. We decided to acknowledge that with our loveable Mr. Brown,” said Jake Hope, creative director at VML Canada. "PSF is working to help salmon as they face some monumental challenges in a changing climate. But finding humour in their work helps connect with people."

The campaign, launched on November 19th, is supported by TV, online video and social. It encourages Canadians to visit PSF.ca to donate, with contributions directly supporting PSF’s initiatives to save and restore BC’s salmon.

"BC’s salmon are vital to our ecosystems and culture," said Allison Colina, VP of development, marketing and communications at Pacific Salmon Foundation. "We hope this campaign inspires people to see their importance and take action by donating. Every dollar helps restore salmon and the many species they sustain.”