San Francisco [July 27, 2016] – Here’s a fact you may not have known: There hasn’t been a grizzly bear in California since 1924 when the last bear was shot and killed. In order to restore a sense of wild to the state and more tolerance for this endangered species, the Center for Biological Diversity is launching a new campaign entitled “Bring Back the Bears.”
This awareness effort, created by gyro San Francisco, is designed to encourage Californians to speak out in favor of returning grizzlies to remote areas of California. People will be invited to sign a California Fish and Wildlife Commission petition demanding grizzlies be brought back to their native home in the Sierra Nevada Mountains.
The central creative device of the campaign features the California state “Bear Flag,” only without the iconic bear. Copy reads: “California grizzlies have been missing from California for nearly a century. Help us return these endangered bears to their native home – where they belong. (In the remote Sierra Nevada, not your backyard, silly.)”
In four videos, we see California archetypes making their case to be featured on the flag in place of the bear.
The petition lives at bringbackthebears.org. The site provides additional information about the cause as well as facts debunking famous myths about grizzlies.
The campaign includes outdoor, print, digital, video, paid media, a live event and a comprehensive #BringBacktheBears social media push.
“Grizzly bears were in California long before it became a state and they deserve a home here today,” said Jeff Miller, Conservation Advocate at the Center for Biological Diversity. “Returning these incredible animals to remote portions of our state would be a key step in rewilding parts of California and saving one of America’s most iconic animals. It’s time to bring back the bears.”
Ronny Northrop, ECD, gyro San Francisco said: “It’s absurd that our state flag features an animal that hasn’t resided in the state for almost a century. We’re proud to help drive awareness for the humanly relevant mission of the Center for Biological Diversity.”
About the Center for Biological Diversity
The Center for Biological Diversity is a national, nonprofit conservation organization with more than 1 million members and online activists dedicated to the protection of endangered species and wild places. www.biologicaldiversity.org
As a global ideas shop, our mission is to create ideas that are humanly relevant. gyro is Advertising Age’s 2016 B-to-B Agency of the Year and the BMA’s 2016, 2015 and 2014 Global B-to-B Agency of the Year. Our 600 creative minds in 14 offices work with top companies, including Aflac, Danone, eBay, Google, HP, Hewlett Packard Enterprise Jabra, John Deere, Tate & Lyle, TD Ameritrade, Teva, USG and Vodafone. www.gyro.com