CHALLENGE |
In 1986, the June sucker, a fish indigenous to Utah Lake, was added to the Endangered Species List. The June sucker numbers had gone from millions in the early 1800s to a natural population of less then 1,000. As recovery efforts for the fish began to take shape it was important to gain public understanding and support for the project. With a name like June sucker its hard to be taken serious. Most Utahns had never heard of the fish and didn't understand its role in the ecosystem. Vanguard Media Group was hired to develop a communication outreach effort to promote awareness and understanding of the June sucker and the June Sucker Recovery Implementation Program.

SOLUTION |
After conducting extensive research, we created a strategic communications plan to drive our efforts and help shape the public's understanding, perception and acceptance for the Program. We developed messaging for the Program to educate people about the important role Utah Lake and the June sucker have played in our history and continue to play today. Our primary method for communicating these messages was the creation of Utah's first history book on Utah Lake and the its native fish population entitled "Utah Lake: Legacy." The book was distributed to the Governor, legislators, city officials, stakeholders, libraries and the media. Editorial board meetings were scheduled and tours were given around Utah Lake in order to discuss the need and vision of the Program. Dozens of presentations have been given about different elements of the book to literacy and historical groups. A traveling exhibit has been created to highlight different recovery elements. And we are in the process of creating a documentary on the book, developing a web site for the program, and holding a series of public open houses.

RESULTS |
The media was quick to respond to our efforts - immediately stories about the June Sucker Recovery Implementation Program, Utah Lake and June sucker became positive and included our key message points. Since activating our plan, members of the Recovery Program are now called upon as experts for other news stories concerning the Lake or issues around it. Recipients of the book have requested additional copies, expressed appreciation and have a new outlook on Utah Lake and June sucker. Several bookstores in Utah and Salt Lake county are selling the book. Even though we are still in the initial stages of the implementing our communications plan, other similar programs have begun to look towards our efforts as a model.