Environmental Communications

The Missing Salmon Alliance is a passionate collective of conservation organisations focussed on salmon. Our aim is to make the MSA relevant in conversations taking place across scientific, public, and international spheres.

The Missing Salmon Alliance are advocating for the protection of freshwater environments and the improvement of water quality and quantity in order to reduce losses of salmon in our rivers, coastal waters, and the open ocean. By using this advocacy messaging, we have been able to give the MSA a clearer voice and insert the work of the MSA into current, topical conversations and recent events.

August - December 2022 Highlights

  • The IYS Symposium in Vancouver was a fantastic opportunity for the MSA to raise awareness of their work within the salmon science communities, learn from experts in the Pacific and Atlantic, and create collaborations across these spheres. We created the narrative that international collaboration was key to the survival of salmon, and shared this story far and wide across press and social media contacts.

  • Key speakers and experts in salmon conservation, including MSA members, were called to discuss the current state of salmon and sea trout stocks in Wales at the Senedd in October. Our support meant the discussions didn’t end there as we continued to highlight the key points discussed and what needs to be done. This is the pressure that policy makers need.

  • A workshop hosted by the SAMARCH (SAlmonid MAnagement Round the CHannel) programme in November 2022 highlighted the pressures and stressors that migratory salmonids face in relation to other diadromous fish (i.e. sparling, eels etc.), and the need to recognise migratory fish as marine species as well as freshwater species. International organisations and MSA partners were present, and a wealth of points were discussed, from water quality, to wind, energy, predation, climate change, and more. These conversations are the ones we communicate to a wider audience to ensure there is a greater understanding of current issues.

  • Following on from the publication of CaBA's Chalk Stream Restoration Implementation Plan on 25th November 2022, we immediately contacted regional publications, fishing press, environmental publications, and broadcast journalists with an MSA response which called for urgent action in order to see wild fish and the wider biodiversity thrive in our chalk streams again. Our proactive approach is a necessity for this kind of urgency.

Stuart Singleton-White, Head of Campaigns, The Angling Trust (MSA Member)

“Zambuni Communications has brought a high level of professionalism, commitment, and passion to our work. Like a salmon leaping over a dam, they have shown a determination to succeed. Their creativity and sheer hard work has meant we have been able to bring the story of salmon and their fate to a wide audience”

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