OneWorld addressed a two-fold problem: people who allow wildlife, especially bears, access to garbage and other food, and the antagonism between this government agency and animal rights groups objecting to the legal killing of “problem bears” addicted to human food, as threats to human property and safety.

OneWorld created a campaign which spoke to everyone's interests — including the wildlife. It included a new outreach strategy, branding, website, and media messages for print, radio, billboards, and collateral. A news conference also helped to obtain extensive media coverage and public support.