After Asbestos

PR/Influencer

2021

Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkcanada.com

Client: Greenpeace Canada Creative Director: Xavier Blais, Maxime Sauté Writer: Raph Côté, Jon Mandell Art Director: Edouard Coune Chief Creative Officer: Aaron Starkman Executive Creative Director: Mike Dubrick Strategist: Pascal Routhier Broadcast Producer: Marie-Pière Poulin Chief Strategy Officer: Sean McDonald Producer: Katia Dupuy, Todd Harrison Editor: Stephen Parker Account Director: Mélanie Châteauneuf

Greenpeace launched After Asbestos, a grassroots, election-like, PR-driven campaign inviting citizens and city officials to put an endangered turtle back on the map, literally. It would be the perfect opportunity to turn a deadly legacy into a hopeful symbol of biodiversity. When Asbestos' public consultation for a new name began, Greenpeace proposed the name of Apalone, an endangered species of softshell turtle found in the region.