Sacramento Valley Salmon Recovery Communications Campaign
The Sacramento River Settlement Contractors entered into a multi-year contract with various partners to help create habitat for endangered Chinook salmon along the Sacramento River. SRSC members sought ways to educate the public, stakeholders and decision makers on the projects and how these efforts could lead to a population rebound. We set forth a strategy that relied on traditional media, photography, videos, outdoor signage and digital mailers to reach the intended audiences. Through a mix of creative and traditional story-telling tools we delivered on multiple platforms with a variety of unique stories to keep the messaging fresh for audiences.
The Rockwads Project highlighted below is one of fourteen efforts to create salmon habitat in or near the Sacramento River.
Project / Communications Campaign
Client / Sacramento River Settlement Contractors
Industry / Wildlife Conservation
Project Status / Ongoing
Project Example
The Rockwads Project
Implementing an innovative idea to create refuge for migrating salmon, a coalition of private and public agencies joined together to create what is known as the “rockwad.” Root systems and canopies of almond and manzanita trees are bolted to several-ton boulders to create an opportunity for fish to rest and escape predation in their early life stages.
Media Mentions
Conclusion
The work is just beginning on creating more habitat for endangered fish in the Sacramento River. Through 2026, RMS will continue to provide communication support to educate the public and decision makers on the innovative projects and the people behind them.