Victoria, B.C. (August 13, 2025) – Following its August 1 Brutal British Columbia Souvenir Shop—a one-day pop-up in downtown Victoria designed to highlight the provincial government’s controversial wolf cull—Pacific Wild is ramping up the pressure on International Wolf Day.
On August 13, from the steps of the British Columbia (B.C.) Legislature to the streets of Europe, Pacific Wild in collaboration with creative agency ONE23WEST, is exposing the brutal truth behind the idyllic “Beautiful British Columbia” brand with hard-hitting imagery and a powerful new video that flips the province’s marketing on its head.
In London and Berlin—two key tourism markets—billboards pair B.C.’s breathtaking landscapes with stark images of wolves killed under government orders. In Victoria, Pacific Wild’s one-day pop-up offered chilling souvenirs, from bloodstained tote bags to lifeless plush toys, while capturing visitor reactions for a short film that will premiere at the Legislature.
B.C. is globally celebrated for its wild landscapes, biodiversity, and the chance to witness iconic species such as wolves and whales in their natural habitats. These experiences are not only central to B.C.’s identity—they are the backbone of its tourism economy.
Tourism is one of B.C.’s most vital industries—outpacing even forestry and mining. In 2023, tourism supported over 125,000 jobs and generated $22.1 billion in revenue. But B.C.’s brutal wolf cull risks damaging the very reputation this sector depends on.
Since 2015, more than 2,500 wolves have been killed and $11.5 million spent. Wolves are chased to exhaustion and shot from helicopters in the name of protecting endangered caribou—even as industrial logging, mining, and oil and gas development continue to carve up what little remains of critical caribou habitat.
Habitat loss is the primary driver of caribou decline in B.C. who depend on lichen-rich old-growth forests to survive. But instead of implementing long-lasting, science-based measures that truly address caribou protection, the government continues to rely on a wolf cull strategy that is not only ineffective and ecologically flawed—it undermines the very wild that visitors come to see.
With the cull entering its second decade and a government review not set to conclude until 2026, now is the time to demand an immediate end to the brutal program—and to insist on provincial biodiversity legislation grounded in science, Indigenous knowledge, and meaningful habitat protection.
Quotes:
Natasha Wehn, Project Director, Pacific Wild
“We need everyone who loves B.C.’s natural beauty and wildlife to speak up. The ineffective and unsustainable wolf cull doesn’t just harm iconic animals and ecosystems—it threatens our identity, our economy, and our credibility on the world stage. Scapegoating wolves won’t save caribou, but science-based biodiversity legislation, grounded in real habitat protection, could.”
Scot Keith, Co-Founder and CEO at ONE23WEST
“As soon as we found out what was happening, we wanted to help. We knew we had to go beyond traditional awareness work to create something that disrupted people’s assumptions, and demanded their attention.”
Union of British Columbia Indian Chiefs
“They are our relatives, revered as sacred. We have coexisted with wolves for millennia and they are deeply entrenched in our lifeways and belief systems; they are part of our ceremonies, regalia, and stories. Wolves are also a keystone species whose demise creates imbalance that ripples across critical ecosystems.”
Tom McPherson, Founder, Seaforth Expeditions
“We’ve had the privilege of guiding some of the world’s top photographers and filmmakers throughout British Columbia’s remote coast. Wolves play an important role within the ecosystems they inhabit and they are the highlight of our expeditions. Our clients come here for the chance to document true wilderness and when wolves are targeted and vilified, we damage our reputation and the very essence of what makes B.C. wild, healthy, and so extraordinary.”
Colin Griffinson, Owner, Pacific Yellowfin Charter
“People come to British Columbia for the raw, untamed beauty of its wild places. After decades of guiding visitors along this coast, I’ve seen firsthand how essential wolves and other wildlife are to the magic of this place. This cull isn’t just a tragedy for the animals—it’s a threat to the identity and economy of our province.”
Public Action:
Wednesday, August 13, 2025
Pacific Wild and supporters will be on the lawn of the B.C. Legislature on International Wolf Day from 12:00pm to 5:00pm. Video premiere and opening remarks at noon.
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Media Contact:
Laurie Hamelin
comms@pacificwild.org
Media:
Contact Laurie Hamelin for access to high resolution images & B-roll.
About Pacific Wild:
Pacific Wild is a leading voice for wildlife conservation in the Great Bear Rainforest and beyond. Through evidence-based advocacy, strategic campaigns, and powerful storytelling, Pacific Wild promotes conservation policies rooted in ecological science and ethics, Indigenous knowledge, and long-term sustainability for the benefit of ecosystems, communities, and future generations.
