WESTERN WOLVES
Real Voices Save Wolves in Montana

The Challenge

Bad news for wolves was traveling fast, winding through the mountainous regions of this vast western state. Proposals were already in the works to strip federal protections for wolves in Montana, when Defenders of Wildlife came to Stones' Phones with a pressing need and a small budget; reach two key figures in the state that could make a difference in the fight to save wolves: Senators Max Baucus and Jon Tester. What creative plan could we conceive to champion wolves and lobby the senators to vote in our favor? 

The Solution

An ordinary solution would have been patch-through calls to Senators Baucus and Tester, but we needed more impact. What if instead we asked people to record a message for the Senators that we would hand deliver. We knew the key to success was capturing the messages of very unexpected supporters. Using cutting-edge research, modeling data and our strategic understanding, we pinpointed a surprising range of people who could become enthusiastic spokespeople for the cause, including ranchers and hunters.

Developing the scripts and training the operators were critical components of the campaign. The scripts were free of political terminology that could potentially confuse voters. Language simply stated, “Congress is considering a law that could strip federal protections for wolves in your state. Do you support such a law?” For those interested in continuing, we outlined easy to understand instructions on how to record a message, no more complicated than leaving a voice message for a friend. 

The Result

We found ranchers and hunters who cared about wolves and securing their future. We found biologists, geologists and business owners who also wanted to record messages. Collectively, the messages were heartfelt, personal and represented Montanans from all walks of life. We gathered 300 valuable recordings onto a CD, which was personally delivered to the Senators’ offices. It was clear this was not a group to be ignored.

The powerful recordings had a great shelf life and could be used in various platforms. We embedded the recordings on a website at westernwolves.org and encouraged social media and grassroots efforts to help spread the word. The messages – and messengers – were so powerful that a radio ad campaign featuring selected voices was launched to reach an even wider base of supporters statewide. The message was clear: Montanans wanted to keep the politics out of wolf recovery. 

The innovative phone technology, model data and passionate voices paid off. Montanans voiced their concerns and clearly articulated the value of keeping a healthy wolf population in the state – and protecting it for the future. 

Click to learn more about Voice Capture