The coordinated launch activities and promotions will introduce Canadians to www.thebigwild.org, a new social networking site designed to mobilize support and protect Canada’s public wilderness areas.

The Big Wild has been founded by the Canadian Parks and Wilderness Society, Canada’s only non-government organization devoted solely to large-landscape wilderness protection, and Mountain Equipment Co-op, Canada’s largest retail cooperative for self-propelled recreation equipment.

"The Big Wild is a new way for everyone who cares about our country’s wilderness to voice their support for protecting it," says Anne Levesque, national executive director, CPAWS. 'The goal of The Big Wild is to establish an influential Canadian-wide movement to protect at least half of Canada’s public land and water in a permanently wild state. We invite every individual and group that shares our vision to add their voice on www.thebigwild.org. Together our small voices can create big change."

Created by Tribal DDB, the online division of DDB Canada, the new social networking site allows Canadians to share stories and media about wilderness experiences and learn more about the country’s wild spaces in need of protection. It will also act as a catalyst to raise awareness and mobilize support for conservation campaigns. The evolving site will continue to have features added throughout this year and next.

“More than a static site, www.thebigwild.org. is where Canada’s wilderness protection movement comes to life for supporters,” says Cosmo Campbell, creative director, Tribal DDB, Vancouver. “With all communications ultimately directing audiences to this hub, the social networking site plays a crucial role bringing the brand to life.”

To support www.thebigwild.org. and launch The Big Wild movement, DDB Canada’s Vancouver office and ZiP DDB in Montreal established a robust, integrated marketing program, which was first revealed to MEC members in March through a print campaign in the retailer’s Spring catalogue. The program includes branding and design by Karacters Design Group, Vancouver, CSR strategies developed by DDB Echology, and guerilla marketing and media relations by DDB Public Relations.

The Big Wild kicked off its 'Goin’ Wild on the Streets' guerilla marketing campaign May 5/08 in Victoria, Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, Halifax and St. John’s. MEC and CPAWS volunteers dressed in backcountry gear are conducting street-theatre events in high-traffic areas over the next two weeks to raise awareness about The Big Wild and get Canadians to add their voice to www.thebigwild.org. and join the growing list of supporters.

The activities include parades featuring banners and casts of muddy mountain bikers, skiers in touring modes, portaging canoeists and kayakers, mountaineers, backpackers with trekking poles, and climbers. Urban campsites or 'engagement stations' will also be set up at key locations, such as Queen’s Park in Toronto, Ottawa City Hall, Princess Island Park in Calgary, and Mount-Royal metro station in Montreal. In Vancouver rappellers will be descending the walls of the MEC store to generate excitement and promote The Big Wild.

DDB also developed an ongoing in-store green lace program for MEC stores across Canada to help promote The Big Wild. For a small donation to The Big Wild fund, customers at MEC can purchase green Big Wild shoelaces. The program encourages customers to wear one lace and spread the word by passing the other lace to a friend. This initiative is a physical demonstration of how Canadians can support protecting at least half of Canada’s wilderness.

While CPAWS and MEC are the founding members of The Big Wild, it is hoped other groups will eventually join through sponsorship, education and conservation work.