This is a unique advertisement campaign asking jewelers to boycott gold from a proposed open pit mine in Alaska. Many Alaskan Natives are of the view that this project will ruin their way of life. The advertisement was published in National Jeweler, an industry newspaper. The advertisement aims at educating jewelers about the Pebble Mine Project in the Bristol Bay, which has the largest salmon fishery in the world.
The campaign is supported by Earthworks, an environment group, which is paying between $10,000 and $20,000 to place the ad in the January, February and March edition of National Jeweler.
The advertisement is quite straight that urges people to support their demand to preserve the environment in the Bristol Bay. The punch line of the ad read, ‘protect Bristol Bay. 43 million salmon will thank you. And so will your customer’.
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