Goal

The ultimate goal is to have grey wolves once again roaming from peak to peak in the beautiful Colorado mountains.  We also hope to unite Coloradans on this decision, for a smooth and comfortable transition into coexisting with wolves.   In order to do so we will  focus on these specific goals below.

1. To raise awareness on why it is important to reintroduce the native Grey Wolf back into Colorado.  This will include scientific information discussing the need for an ecological balance in Colorado, and how the grey wolf specifically can assist us in achieving that goal.   It will also address how the Grey Wolf is a native species, and how we eradicated them in the past.  This information will also address and eliminate common myths that are popular among Coloradans.
2. Concerns of Coloradans must be addressed and acknowledged including ranchers, hunters and outdoor enthusiasts who are scared of running into wolves. This will highlight aspects of the proposition that address these concerns, as well as the misunderstandings that formed these fears or worries in the first place.
3. To bring awareness to Proposition 114 passed this last November, and how the Colorado commissioner is being influenced by special interests groups to delay the reintroduction plan longer than the timeline that was voted and agreed on.
4. Begin a petition in order to reenlist grey wolves on the endangered species list in order protect and sustain the progress from the multiple reintroductions nationwide.

Collaborations

Much work has previously been done by scientists and organizations around Colorado that are responsible for the reintroduction of grey wolves being voted on and passed in the first place.  We would hope to not only work with those who have fought for this opportunity to exist, but to also to bring them together with other organizations to unite as a stronger force.

• Rocky Mountain Wolf Project – A non-profit organization that is largely responsible for not only the opportunity to vote on this issue, but also for the success of it passing! This would appeal to a wide group of audience who already prioritizes the reintroduction of wolves and highlight the struggles that we now face after the proposition has been passed.
• US Fish and Wildlife – A federal government agency that’s mission is to manage wildlife including protecting endangered species. They also have a large following that will extend and broaden our audience reach.
• Joanna Lambert and CU Boulder – A local professor at CU Boulder who teaches environmental studies, ecology and evolutionary biology.  She is a passionate and essential part of the community being an advisor for the United Nations Environmental Program as well as the International Union for the Conservation of Nature.  More recently she has focused her attention on canid biology, the study of carnivorous animals such as wolves, foxes, coyotes and domestic dogs.  Her studies have involved Yellowstone National Park, the first and most successful reintroduction of grey wolves, and how certain aspects of this success can be brought to Colorado.

Social Media Campaign Strategy

Platforms

Facebook and Instagram will be the platforms of choice, directing more attention to each by only focusing on just two.  There will be daily activity in order to ensure a presence and keep engagement high.  This will include multiple formats of informative pictures and videos, entertaining memes, emotionally targeting mini documentaries, collaborative contests to expand awareness, surveys and weekly or monthly “live” events with guest speakers.

Target Audience

This strategy is targeting the voting population, including a range of common ages from 18 to 50.  We will also specifically focus on those whose lives are intertwined with the mountains either by living there, through work, or those who are often enjoying outdoor adventures.  An additional audience that will be targeted is higher education groups within Colorado, specifically those interested in environmentalism.

Timeline

Ideally this campaign will be implemented by April 2021 in order to immediately direct and increase pressure on involved politicians due to rising awareness.  This would be carried out through 2022 when the plan designed is hopefully initiated, if the commissioner is able to postpone the reintroduction to 2023 it could be extended.  The reason for this length is to make Coloradans as comfortable as possible by the time reintroduction is implemented in order to ensure peaceful coexisting.

Content

• Hashtags to spread awareness and involve in collaborations and contests would include:

#theywereherefirst

#coloradowolfpack

#rockmountainwolves

#wolvesofthewest

#wolfwednesday

• Topics to cover:

Ecological benefits of restoring wolves

The success of Yellowstone

How are ranchers protected

What does this mean for hunters

How grey wolves were removed from the endangered species list

History of wolves in Colorado

Ways to help

Myths about wolves

• Guest speakers and Interviews:

Joanna Lambert – CU canid specialist

Doug Smith – Yellowstone wolf project leader

Jared Polis – Governor of Colorado

Rocky Mountain Wolf Project Representative

Original Data Guiding Campaign

Identical surveys on both Facebook and Instagram gave the following results:

• Instagram: 35 responses from Colorado Residents

1. What is your age? Range of answers 18 to 33
2. Did you vote this recent election? 21 answered “yes”
3. If so, did you vote yes to reintroduce wolves (Proposition 114)? 12 answered “yes”
4. What concerns do you have about reintroducing wolves to Colorado? Top answer “being attacked”

• Facebook: 16 responses from Colorado Residents

1. What is your age? Range of answers 18 to 54
2. Did you vote this recent election? 12 answered “yes”
3. If so, did you vote yes to reintroduce wolves (Proposition 114)? 8 answered “yes”
4. What concerns do you have about reintroducing wolves to Colorado? Top answer “being attacked” and “tourism”