Most Coloradans have no idea that hunting and fishing licensing fees pay for 80% of the cost to protect wildlife and open spaces. In the past, that ignorance has cost the state millions when environmental groups like PETA sponsored ballot initiatives to limit hunting. So The Wildlife Council of Colorado hired us to help them educate the general public about the economic and recreational benefits hunting and fishing bring to Colorado. We targeted non-hunters and anglers with a simple idea: Once you understand everything hunters and anglers do, you may want to … hug them. This message ran in TV, radio and online. The results? In a post-campaign tracking study, advertising awareness increased by 60%. 1 in 3 people said they are now more supportive of hunting and fishing. And 7 out of 10 said they would vote no in a statewide election to restrict hunting.