The Wolverine is the Focus of the Latest HWW PSA

PSA PROFILES CANADA'S MOST MYSTERIOUS MAMMAL

OTTAWA, April 16, 2013 /CNW/ - The Canadian Wildlife Federation proudly announces that the Wolverine is the focus of the next public service announcement in the Hinterland Who's Who (HWW) series. The new PSA will highlight this little known Canadian mammal. Learning more about this species is a great way to celebrate National Wildlife Week!

"The Wolverine is often perceived as being the most ferocious, gluttonous, and fearless animal in Canada. But how much of this impressive reputation is based in fact? Since very few people have observed Wolverines in the wild, and that the species remains misunderstood by many, HWW is the perfect medium to dispel some of these myths" says Wade Luzny, CEO and Executive Vice-President of the Canadian Wildlife Federation. "By learning more about the Wolverine, Canadians will be inspired to help conserve this mysterious and iconic species at risk."

The Wolverine PSA focuses on the species' natural history and presents interesting facts about this amazing species. It was shot in Quebec's boreal forest, historically one of the species' habitats. You can view this new PSA at http://www.youtube.com/watch?v=CZgEjZyq59U&feature=share&list=PL0B8A89633E910353.

The pre-existing fact sheet on the Wolverine has been updated for the occasion, and can be consulted at http://www.hww.ca/en/species/mammals/wolverine.html. It contains more in-depth information about the species.

This launch is part of the many initiatives planned for 2013 to celebrate HWW's 50th Anniversary. During this anniversary year, the public will have a chance to participate in HWW's 50th anniversary in many ways, including creating their own HWW video showing a Canadian species or ecosystem for a chance to win an exciting prize. Everyone is also invited to pay tribute to the programme by making a spoof of one of the HWW videos or writing a note on the tribute board. For more information, visit www.hww.ca/en/about-us/50th/.

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: www.hww.ca

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.

SOURCE: Canadian Wildlife Federation