SOURCE: Canadian Wildlife Federation

Canadian Wildlife Federation

SOURCE: Hinterland Who’s Who

Hinterland Who's Who

April 02, 2015 12:00 ET

The Atlantic Puffin Is the Focus of the Latest HWW PSA

Official Launch Kicks Off National Wildlife Week Celebrations

OTTAWA, ON--(Marketwired - April 02, 2015) - The Canadian Wildlife Federation (CWF) proudly announces that the Atlantic Puffin is the focus of the next public service announcement (PSA) series of the Hinterland Who's Who (HWW) programme. The new PSAs will officially launch on April 6 at the Montreal Biodome, to kick off National Wildlife Week (April 5 to 11, 2015) celebrations.

"CWF is involved in great initiatives to help conserve Canada's wildlife, one of them being National Wildlife Week," says Wade Luzny, CEO and Executive Vice-President of CWF. "This year, we are highlighting our many migratory species, including the Atlantic Puffin. These species need our help so that they continue to be part of our natural heritage, and learning about them, through HWW, is a great way to celebrate!"

This iconic seabird spends its summer in colonies located on remote, rocky cliffs of the Eastern Canada coastline. During these months, the puffin breeds and takes on the clown-like looks it is renowned for. In late summer or early fall, it leaves the coast to spend the following seven to eight months in the open ocean, changing its plumage to become almost unrecognizable! This fascinating bird is an important part of our coastal ecology. Thriving populations of seabirds like the Atlantic Puffin are even considered a good indicator of healthy fish populations and good water quality.

The Atlantic Puffin PSAs focus on the species natural history and present interesting facts and amazing imagery. The PSAs are available in several formats: a 4-minute video for the web, a 30-second video for the general public, a 30-second video for kids and a 15-second quiz format. You can view these new PSAs at starting April 6, 2015, and in June on television. A fact sheet containing more in-depth information on the species is also available on

About Hinterland Who's Who

First created in 1963, HWW made bold use of a relatively new medium -- black and white television -- to reach the Canadian general public. The new Hinterland Who's Who, launched in 2003, serves to rebuild the connection thousands of viewers made with wildlife through the original series and ensure that wildlife remains part of what it means to be Canadian. Visit the Hinterland Who's Who Web site at: 

Hinterlands Who's Who is a joint program of the Canadian Wildlife Federation and Environment Canada. Together, they bring a wealth of knowledge and experience to the series. Hinterland Who's Who has been bringing Canadians closer to our wilderness heritage for 50 years.

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