Our Wild Salmon

Summary

The Our Wild Salmon Campaign was a public awareness and advocacy initiative led by Fisheries Management Scotland to highlight the urgent crisis facing wild Atlantic salmon in Scotland. The campaign used a compelling film series and a robust call to action to communicate the environmental, economic, and cultural importance of wild salmon, and to mobilize immediate conservation efforts.

Watch the films

Outputs

• Film Series: A suite of six dynamic films was produced, each spotlighting key issues affecting wild salmon—from habitat fragmentation and illegal fishing to climate change and regulatory gaps. These films served as the primary vehicle for conveying the urgency of the salmon crisis and the multifaceted challenges these iconic fish face.
• Call to Action: The campaign culminated in a clear, actionable message urging fisheries managers, policymakers, and the public to:
  • Act immediately on the commitments outlined in the Scottish Wild Salmon Strategy.
  • Ensure free access to cold, clean water for salmon.
  • Reform forestry grants to incentivise riverside tree planting and habitat restoration.
  • Enhance regulation of fish farming and hydro-electricity to protect salmon migratory routes.
  • Strengthen enforcement against illegal fishing and address other critical threats.

Funding

The campaign was financially supported by the European Union, with facilitation from NASCO as part of the International Year of the Salmon.

Partners

The initiative was led by Fisheries Management Scotland.