If there’s one thing we’ve learned from watching the news over the years, it’s that as long as society depends upon oil, we can depend upon environmental disasters being associated with it too. So when WWF Canada asked us to bring the public’s attention to Enbridge Oil’s proposed Northern Gateway pipeline through northern British Columbia’s endangered Great Bear region, we decided to take a page out of the news world itself.

For three weeks “The Inevitable News” took over the WWF Canada Facebook page. Functioning like a real news team, newscasts, Facebook posts and Twitter updates reporting on an inevitable spill in the Great Bear region, while daily Facebook polls and follower’s tweets were incorporated into newscasts.

The public was able to write their local politician and encourage them to oppose the plan directly from the site, inspiring an unprecedented amount of public support, and prompting many politicians to break their silence and publicly oppose the pipeline in the House of Commons.

The campaign continued to pressure and influence the public and political agenda with feature coverage and interviews in many major newscasts and publications including Fast Company, Huffington Post, CTV NEWS, MTV, and countless environmental and political blogs.

With many major news outlets including the CBC and Globe and Mail declaring the Northern Gateway pipeline proposal all but dead, it appears the campaign to help stop the inevitable, has helped do just that.

For three weeks 'The Inevitable News' took over the WWF Canada Facebook page. Functioning like a real news team, newscasts, Facebook posts and Twitter updates reported on an inevitable spill in the Great Bear region, while daily Facebook polls and follower’s tweets were incorporated into newscasts.

The campaign prompted an unprecedented amount of public support while major media outlets including Fast Company, Huffington Post, and CTV covered the campaign. But the true measure of the campaign’s success was our goal of directly influencing the political agenda. And with direct communication to their elected representatives through the site, many politicians were prompted to break their silence on the issue and publicly oppose the plan. And with many major media outlets including the Globe and Mail and CBC News now declaring the pipeline proposal all but dead, it appears the campaign to stop the inevitable, has helped do just that.