The Dogwood Initiative is a small BC-based non-profit group dedicated to environmental issues— like trying to prevent the government from lifting a 30-year ban on oil tanker traffic in BC’s waters.
With virtually no money, this small group was able to turn the media’s attention towards this issue and drive thousands of consumers to sign an online petition. How? By harnessing the power of something in every Canadian’s pocket— the one-dollar loonie coin. Find out how a small group created a grassroots campaign that took on Big Oil and generated press from virtually every major media outlet in the country.