Trout Magazine River Campaign

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An offroad vehicle plows through a stream (photo by: Ahmad Syahrir/ Pexels).

The Transport sector is both a driver and victim of climate change impacts. According to the World Bank, transport accounts for 20 percent of the world’s greenhouse gas emissions and with urbanization and motorization on the rise in developing countries, this could grow to 60 percent by 2050.

Air pollution aside, transport development also poses a series of environmental threats. According to the World Roads Association (PIARC), road construction contaminates soil with hazardous substances, causes loss of habitat and impacts the landscape – thereby exposing the surrounding areas to increased risks of flooding, erosion and landslides.

Nowadays, it’s an all-too-common sight that features on many screens and billboards – 4×4 trucks plow through rocky ridges, steep hillsides and running rivers to demonstrate humanity’s dominance over the great outdoors.

One non-profit organization has had enough of it! ADPC reached out to Trout Unlimited Media (TU), who are dedicated to conserving, protecting and restoring North America’s cold-water fisheries and their watersheds and to hear how they are encouraging auto companies to put the brakes on fantasizing environmental destruction.

The campaign run by Trout Unlimited Media accompanied by the caption ‘People who know what they’re really fishing for wouldn’t think to drive a truck through this.’ (Photos by TU, 2022)

‘We’re offering to support the first company that steps up and leads by positive example, showing their product facilitating the enhancement or enjoyment of a river, rather than destroying one,’ says Kirk Deeter, Editor-in-Chief of Trout Magazine.

The quarterly magazine, which boasts over 330,000 members and supporters, is offering a free full page ad space to auto companies to the tune of over US $6,000.

The catch? TU wants to see offroad vehicles engaged in responsible environmental acts such as hauling trees to be planted along the river bank or carrying a crew that’s restoring a stream.

‘Driving through rivers severely damages the ecosystem—plants and animals alike, so it’s particularly offensive to have that linked to the outdoor/fishing lifestyle,’ he says. ‘But we’ve come to the conclusion that those companies simply don’t know any better’.

We’re offering to support the first company that
steps up and leads by positive example, showing their product facilitating the enhancement or enjoyment of a river, rather than destroying one

The campaign received positive publicity online. Company Directors and Brand Strategists are actively sharing the campaign on social media to change current perspectives on outdoor recreational activities and promote meaningful environmental action.

Their physical constraints due to climate change impacts make it difficult to find alternative modes of transport if roads are blocked or damaged. For example, resorting to air or rail transport out of necessity can be much more expensive.

In 2021, TU also successfully convinced an auto company to pull a similar ad from further broadcasting. The auto company also sent a letter of apology and made a contribution to support TU’s work.

Kirk Deeter is Editor-in-Chief of Trout Magazine

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homolata

homolata.borah@adpc.net

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Fishing for Responsible Recreation

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homolata

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