2024
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Client's Name
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Central Chilcotin Rehabilitation Ltd. (CCR) is a joint venture company owned by the Tŝideldel First Nation and the Tl'etinqox Government and founded in 2017. Through CCR, the Nations carry out large-scale forest rehabilitation work on their traditional and ancestral territories within the Cariboo Chilcotin region of British Columbia, Canada. CCR coordinates and implements forestry programs and initiatives incorporating Indigenous values.
Forestry is a vital but often misunderstood sector in British Columbia, Canada, as much of the work takes place away from the public eye. Considering the ongoing challenges facing the forest industry, including mill closures, timber supply shortages and unprecedented wildfire seasons, Central Chilcotin Rehabilitation Ltd. recognized the necessity of creating new opportunities within the sector. Initiatives, like the Forest Enhancement Society of BC funded Pressy Lake pilot project to rehabilitate the 2017 Elephant Hill wildfire-affected area attempt to bring balance to the sector. A new three-part video series filmed and produced by CCR shines light on the rehabilitation, fibre utilization, and tree planting work that has taken place.
CCR's Executive Director, Percy Guichon, explains, "For us, creating these videos was important to help the public understand the work we are doing in forestry to mitigate wildfire risk to communities, create forests that support the growth of important medicinal and food-providing plants, thoughtfully enrich habitat for wildlife, and utilize low-value wood waste to support B.C.'s bioeconomy."
The video series is a powerful tool that not only shares insights into forestry's economic, environmental, and social benefits but also engages the audience in the work of CCR. It also effectively highlights the importance of Indigenous values in the projects CCR leads.
Credits
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NBCUniversal
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Branded Content - Food & Beverage
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United States
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The BAM Connection
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Advertising - Advertising Campaign
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United States
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OneLab
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Mobile App - Weather
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United States
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Iluminere
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Integrated Marketing - Social Media
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United States