Case Study: York Region

Background: Wildlife Discovery

• York Region staff and members of the Rutherford Road construction crew rescued 69 snapping turtle eggs that were being dug out by a predator while the crew was working in the area
• Snapping turtles are identified as a species at risk because they may become threatened or endangered due to a combination of biological characteristics and identified threats
• It takes 15 to 20 years for a snapping turtle to reach maturity, and many do not make it due to environmental factors such as habitat disruption and predators

Partnership Opportunity

• Transported the eggs to the Ontario Turtle Conservation Centre in Peterborough, Ontario
• The centre agreed to partner with York Region and hatch the eggs
• Once hatched, York Region staff will release the turtles where they were originally found
• The area will be prepared to ensure the turtles stay clear of the road construction area

Communications Plan

• Created a communications plan to inform residents about the discovery of turtle eggs
• Created communication tactics specific to this area such as social media
• Created a media pitch to engage local media to write or film a segment about this discover
• Eggs have just hatched and will be returned to the site
• Communicate this good news to local area residents
• Contact media
• Take photos to send to media outlets

Questions:

• Generate ideas for communicating discoveries like this in future
• Signage, engage local schools?
• What are the best digital marketing tactics?