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DISCOVER B.C.’s BRUTAL SECRET

Behind the postcard lies a grim reality: wolves are gunned down from helicopters, caribou habitat is destroyed, and Premier Eby signs off for short-term profit over long-term legacy.

Pacific Wild’s  Brutal British Columbia campaign is now underway–calling on Premier David Eby to end the province’s brutal wolf cull and protect critical caribou habitat.  Brutal British Columbia, created in collaboration with creative agency ONE23WEST, challenges the widening gap between the province’s idyllic tourism branding and the harsh reality—and calls on residents and visitors  alike to raise their voices for a future where wildlife and wild places can truly thrive.

Launched earlier this month, the bold campaign continues to gather momentum.

On August 1st, in the heart of downtown Victoria, we opened a souvenir shop unlike any other. Visitors came into the shop looking for something to remember from their trip. They left with something they won’t forget.

Our Brutal British Columbia Souvenir Shop exposed the disturbing truth behind the wolf cull and the word spread fast.

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On International Wolf Day, we turned up the pressure—on the lawn of the B.C. Legislature and on the global stage. In London and Berlin—two of B.C.’s key tourism markets—new billboards  reveal breathtaking landscapes alongside stark images of wolves killed under government orders. 

We’re flipping B.C.’s idyllic ‘Beautiful British Columbia’ brand on its head and demanding that B.C.’s wildlife management matches the marketing. 

“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.”
—Colin Griffinson,Owner, Pacific Yellowfin Charter

“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.”
—Natasha Wehn, Project Director, Pacific Wild

Brutal BC Wolf Campaign Billboard in Berlin

“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.”
—Union of British Columbia Indian Chiefs

“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.”
—Tom McPherson, Founder, Seaforth Expeditions

We invited supporters, locals, tourists, and longtime advocates, to visit the B.C. Legislature make their voices heard through personalized postcards addressed to Premier David Eby. Your response was overwhelming and your presence was moving. 

Because of you, our collective howl is growing louder.

If you weren’t able to join in person, there are still many ways to take action and support this campaign. 

Take action
Donate

The B.C. government’s wolf cull is brutal, unscientific, and out of step with public values.

British Columbia’s global image as a natural haven for wildlife is one of its greatest assets. Canada is celebrated abroad as a country where wolves roam wild, ancient forests still stand, and pristine water flows through vibrant ecosystems. Yet, while the Province markets itself as an ecological treasure, it is now entering the second decade of its controversial wolf cull—under the banner of protecting caribou. At the same time, it is allowing the destruction of the very old-growth forests that caribou depend on for survival and that visitors travel the world to experience. The irony is cruel.

A wolf which has been gunned down in British Columbia by government contractors likely after having been chased to exhaustion through the deep snow by the contractors in their helicopter. Radio collars, net guns, trail cameras, bait piles and semi-automatic rifles are just a few of the tools and techniques these contractors use to find and kill hundreds of wild B.C. wolves each year in the name of caribou recovery. Source: Freedom of Information Request
This wolf was found asphyxiating to death in Alberta because of a radio collar from the B.C. wolf cull which had become too tight after the wolf grew. Radio collars are used by government contractors in the caribou recovery program to track wolves back to their dens, so contractors can locate and kill the whole pack more easily. Sometimes these collared “Judas wolves” will be left collared for multiple years, in case they form new packs to target after their original families have been killed.
This radio collar was found asphyxiating a wolf in Alberta. The identification number on the radio collar traced its origin back to the B.C. wolf cull. Radio collars are used by government contractors in the caribou recovery program to track wolves back to their dens, so contractors can locate and kill the whole pack more easily. Sometimes these collared “Judas wolves” will be left collared for multiple years, in case they form new packs to target after their original families have been killed.
This young male wolf, nicknamed "Mahlasxwit" (Bringing a Message), was caught on wildlife camera in central British Columbia in the summer of 2024. The radio collar this wolf is wearing indicates that it is likely a "Judas" wolf; collared by government contractors the previous winter and set free again so that snipers could track the radio signal to the rest of the pack and eliminate them the following winter. Source: Anonymous
A cariboo family crosses the road in the Rockies close to the provincial border between B.C. and Alberta. Woodland caribou populations are endangered in several parts of western Canada due to habitat loss, and wolves are culled in both provinces under the banner of caribou recovery. Caribou are not primary prey for wolves, but they will hunt them if they get the chance and increased roads and clear cuts make it easier for wolves to hunt, and harder for caribou to hide. Blocking roads and trails with debris is one highly effective, non-lethal way to reduce wolf and caribou encounters by up to 85%. Photo source: Envato, wirestock
Despite historic public protests and mass arrests, globally-rare old-growth forests like this one on Vancouver Island continue to be logged. Woodland caribou need old-growth forests to survive. Government documents identify habitat loss as the cause of caribou decline, but ironically since being listed as a species at risk: habitat loss has increased by over 250%. Over 8000 square kilometres of critical caribou habitat in B.C. has been logged since then, and 7 caribou herds have been added to the extinction list. Photo source: Ian McAllister

Since 2015:

  • 2,543 wolves have been killed as part of B.C.’s “predator reduction” program.
  • Over $11.5 million in public funds has been spent on this cull.
  • British Columbians also spent an average of 365 million taxpayer dollars each year,  to subsidize companies to log publicly-owned forests in the province.
  • 3,311 licenses (LEH tags) to hunt caribou have been issued across B.C. despite ongoing efforts to protect the species.

The Bottom Line: Killing Wolves Won’t Save Caribou

Provincial policy has overlooked the fundamental truth: wolves and caribou have shared these landscapes for millennia, and caribou declines only began with the industrial-scale habitat destruction in the last century. The overwhelming consensus among scientists is clear—long-term recovery depends on protecting and restoring caribou habitat. Culling wolves may offer a brief reprieve, but without safeguarding the forests caribou need, populations will continue to decline. Predator reduction is, at best, a palliative measure that distracts from the urgent need for habitat conservation. Worse, this short-term approach allows the government to avoid meaningful action, ultimately putting both caribou and wolves at greater risk.

Since woodland caribou were first listed under the Species at Risk Act in 2003:

  • 7 herds of southern mountain caribou have become locally extinct.
  • Over 135, 000 square km of caribou habitat in B.C. has been lost due to human disturbance (including logging, mining, oil and gas exploration and road building). That’s over 4 times the size of Belgium.

CANADA’S WILD REPUTATION IS AT RISK!

We’re not asking tourists to turn away from B.C., we’re asking them to speak up for it.

We can’t ignore the disconnect: the image being sold abroad doesn’t match the truth on the ground—and our reputation is too valuable not to safeguard.

Tourism is one of B.C.’s most vital industries—outpacing even forestry and mining. In 2023 alone, it generated $22.1 billion in revenue, contributed $9.7 billion to the province’s GDP, and supported over 125,000 jobs.

When B.C.’s environmental record suffers, so does the credibility of our tourism industry. Damaging our global reputation as a nature-based destination puts real jobs, visitor spending, and long-term community livelihoods on the line.

It’s time to protect the Canada we want to see in the future. A Canada where wolves still roam free, wild places thrive, and our tourism industry reflects the beauty we’re known for.

Tell Premier David Eby: It’s time to match the marketing with reality—end the wolf cull and protect critical habitat.

CATCH THE ACTION

08.01.2025

Take Action Now

Send our pre-written letter to Premier Eby, his Ministers and your local MLA.

Just add your address and we will do the rest.
*Bonus points if you add a sentence or two to make it your own!

Send a pre-written letter

Not from British Columbia?

You can take the text from the pre-written letter and email it to the: Premier of British Columbia and Minister of Tourism.

See Contact info

Support This Campaign

Bold action takes courage and resources.

Help power this international media and public awareness campaign to expose the B.C. government’s scapegoating of wolves — a costly distraction from the real solution: protecting critical habitat for endangered caribou.

Your donation today fuels what comes next: 

  • Legal challenges to end the cull
  • Creative storytelling that moves public opinion
  • Relentless advocacy to push decision-makers toward lasting, science-based change
Donate now to keep the pressure on

Other Ways to Take Action

☎️ Make a phone call

Got 2 minutes? Call the Premier’s office: 250-387-1715

📝Spread the Word

Write a letter to the editor in your local newspaper or call in to radio shows to raise your voice for wolf and caribou protection.

🐺Educate and inspire

Share the vital role wolves play in B.C.’s ecosystems  by starting conversations with friends, neighbours, and your community.

📚 Stay informed

Check out our wolf and caribou Resource List for a deep-dive into the science, and our wolf campaign homepage too for up-to-date info.

🤝 Take action locally

Meet with your MLA or MP, bring friends or gather a group to demand stronger protections for wolves and caribou habitat.

❓Choose responsible tourism

Before booking, ask your tour operator if they support genuine habitat protection and oppose the wolf cull.

🔥 Support Indigenous Leadership

Stand with Indigenous-led and co-managed conservation efforts (like the expansion of the Klinse-za/Twin Sisters Park protecting caribou habitat).

🎨 Get creative!

Organize an art show or action about the wolf cull—paint, sculpt, or create soundscapes. Apply for grants to take it on the road & include the truth about caribou conservation.

📣 Join our wolf community

Join now to network with other advocates and take grassroot action!

Who to Contact to Voice Your Concerns

Premier of British Columbia, Honourable David Eby

PO Box 9041 Stn Prov. Govt
Victoria, BC V8W 9E1
Phone: 250-387-1715
premier@gov.bc.ca

PO Box 9082 Stn Prov Govt
Victoria, BC V8W 9E2
Phone: 250-953-0905
TACS.Minister@gov.bc.ca

Deputy Minister of Tourism, Silas Brownsey
PO Box 9812 Stn Prov Govt
Victoria, BC V8W 9W1
Phone: 778-698-0450
Fax: 250 356-1195
TACS.DeputyMinister@gov.bc.ca

PO Box 9012 Stn Prov. Govt.
Victoria, BC V8M 9L6
Phone: 778-405-3094
WLRS.Minister@gov.bc.ca

Deputy Minister of Water, Land and Resource Stewardship, Lori Halls
PO Box 9352 Stn Prov Govt
Victoria, BC V8W 9M1
Phone: 250-952-6500
Fax: 250-387-3291
lori.d.halls@gov.bc.ca

PO Box 9047 Stn Prov Gov
Victoria, BC V8W 9E2
Phone: 250-387-1187
Fax: 250-387-1356
ENV.Minister@gov.bc.ca

Deputy Minister of Environment and Parks, Kevin Jardine
PO Box 9339 Stn Prov Govt
Victoria, BC V8W 9M1
Phone: 236-478-0896
Fax: 250-387-6003

PO Box 9049 Stn Prov Govt
Victoria, BC V8W 9E2
Phone: 250-387-6240
FOR.Minister@gov.bc.ca

Associate Deputy Minister, Ministry of Forests, Ian Meier
Deputy Minister of Forests
PO Box 9352 Stn Prov Govt
Victoria, BC V8W 9M1
Phone: 250-312-7278
Ian.Meier@gov.bc.ca

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Dear [recipient name will go here],

I am writing to call for an immediate end to the British Columbia government’s wolf cull—a program that is  inhumane and ineffective. It fails to align with evidence-based strategies for a true recovery of endangered  caribou and does not reflect the values of people not just in British Columbia, but around the world.

Since 2015, more than 2,550 wolves have been killed under this program, and over $11 million in taxpayer dollars have been spent—despite widespread public opposition and scientific consensus that habitat destruction, not predation, is the primary cause of caribou decline.

British Columbia’s global image as a haven for wildlife and wild places is one of its greatest assets. Canada is celebrated abroad as a country where wolves still roam, ancient forests still stand, and clean water flows through diverse ecosystems. Yet the Province is now entering the second decade of this brutal cull—under the banner of caribou protection, while simultaneously accelerating the rate at which it logs the ancient forests that caribou require to survive and that  visitors come to see.

We can’t ignore the disconnect: the image of  “Beautiful British Columbia” being sold abroad doesn’t match the reality on the ground—and our reputation is too valuable not to safeguard.

Tourism—one of B.C.’s most vital industries, outpacing even forestry and mining—generated $22.1 billion in revenue and supported over 125,000 jobs in 2023. This sector relies on the rich biodiversity and iconic landscapes now being eroded by your government’s policies.

As economic uncertainty grows, we must ensure that every tax dollar supports what matters most: thriving  ecosystems  healthy wildlife populations, and the natural beauty that supports communities and sustains B.C’.s vital tourism industry. 

Actions that undermine  B.C.’s reputation  put jobs, revenue, and long-term economic stability at risk.

I urge you to end the wolf cull and instead focus on what the science supports and the public demands: protecting and restoring the critical habitat that caribou need to survive—and ensuring that B.C.’s international reputation reflects reality, not just marketing. It’s time to protect the Canada we want to see in the future.

Sincerely,

[Your name will go here]