Most British Columbians have heard something about salmon farming.

Unfortunately most of what they’ve heard are rumours, half truths or straight up myths. So we created a campaign to educate the public and encourage them to challenge their preconceptions about salmon farming.

The spot features two men at their office water cooler. One of them tells the other about an e-mail he has just received. The e-mail is a well known scam asking him to send money over seas with the promise that he’ll be paid back many times over. He’s bought into it completely. At the end of the spot his co-worker mentions that he got the same e-mail and just as the viewer expects him to debunk the scam he goes the other way and reveals the fact that he too is being scammed and he thinks they’re both going to be rich.

This is followed with the message “Imagine we believed everything we heard. The way we do about farmed salmon”.