Saving Juno Beach

The Brief:

In March 2022, the planned development of condominiums at Juno Beach threatened the sanctity of Canada’s historic D-Day landing site. Sussex partnered with a citizens’ campaign to bring public and political attention to the issue through:

• Direct advocacy with Canadian decision-makers
• Development of a campaign microsite, creative assets, and social channels
• Development & management of a public mobilization campaign bringing together concerned citizens, volunteers, politicians, French partners, and environmental associations, as well as enabling the public to directly email government leaders on both sides of the Atlantic, calling on them to find the financial resources and political will needed to stop the development.

The Results:

Our comprehensive digital media mobilization campaign drove over 90,000 emails to MPs and diplomats, generating significant public and political pressure. This, combined with direct advocacy and an extensive media relations effort, led to $4 million in federal funding, successfully ensuring that Juno Beach would continue to honour the legacy of Canada’s WWII veterans.