Once a year, leading Nordic energy company Fortum releases 30,000 salmon and sea trout into the waters of Stockholm to demonstrate Stockholm as one of the world’s cleanest capital cities, and Fortum’s hand in making it so. The salmon release dates back to the 1970s as part of an effort to clean up the city. Our challenge is to effectively build awareness and to link the activity to Fortum’s other initiatives for a cleaner city. Relying on a local and humorous appeal and a focused choice of media, we have raised awareness both of the activity and of Fortum’s work in a campaign that’s been a big success. Seen by every third Stockholmer, with more than four in ten stating a positive association to Fortum afterwards, the activity have had a big impact and achieved a median earned media value of more than SEK 1.6 million. The campaign also took the bronze trophy at the 2015 Corporate Engagement Awards, an international competition that highlights campaigns and programs centred on community engagement.