Amidst the hardships wrought by inflation, labour shortages, food insecurity, housing, mental health, political rancour, and more, how do we convince British Columbians that the environmental risks of liquefied natural gas (LNG) is yet another concern for consideration? By meeting them where they are and acknowledging these difficulties – and using these challenges as stepping stones to move our communications forward in a positive direction. By taking a storytelling approach with a dash of emotion and unexpectedness, we confronted social and economic issues first, followed by the environment. No scorched Earth imagery, no burning forests, no starving bears, but rather a human approach that considered the overall context in which people were living. The campaign didn’t move mountains (yet) but it made a dent exceeding the response of advocacy campaigns while inspiring enquiry and sowing doubt about LNG.