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Save the River: PR Campaign

Organizing state, federal and international government support for Plan 2014

Mower organized statewide and international support for Plan 2014, a proposal to regulate water levels in Lake Ontario and the St. Lawrence River. Working with the nongovernmental organizations Save the River, The Nature Conservancy, WWF—Canada, Citizens Campaign for the Environment, American Rivers and Audubon New York, Mower managed press and editorial coverage of the groups’ positions, designed and implemented a strategy to use public hearings to the groups’ benefit and organized a coalition of supporters. This coalition included 36,272 citizens; 59 environmental, conservation and sportsmen groups; 39 local businesses; 41 municipal ad county resolutions; and influencers.

Elements of the campaign included a topic-specific microsite, member-generated videos in support of Plan 2014, issue advocacy videos, press releases and op-eds. The intent of the campaign was to persuade the International Joint Commission, which oversees treaty-related matters between the U.S. and Canada, to refer Plan 2014 to the federal governments of each country. The plan was approved by President Obama and Prime Minister Trudeau on December 5, 2016.

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