In partnership with Environment Canada, Hinterland Who’s Who continues to be one of Canada’s most authoritative and entertaining resources of information about Canadian wildlife, habitat and conservation issues.

Television networks across Canada played Hinterland Who’s Who public service announcements approximately 2,500 times per month, or 30,000 times throughout the year, representing a $12-million value in airtime for CWF.

These on-air PSAs include a new HWW spot called Discover Biodiversity!, produced in anticipation of the United Nations’ declaration of 2010 as International Year of Biodiversity.

HWW also produced an eight-minute youth-based video on the same theme, which plays in the popular online WhoTube Video Gallery. In fact, WhoTube received 10 per cent more visitors this year than ever before, making it one of HWW’s best-loved resources for students. Overall, the HWW website received over 750,000 unique visits from 213 countries.

More than 5,000 formal and non-formal educators received HWW’s free WhoTube DVD, and over 4,800 HWW fact sheets were distributed to students and adults from every corner of the country. These fact sheets continued to be featured in CWF’s Biosphère and Canadian Wildlife magazines, giving readers information on the beluga whale, monarch butterfly,purple martin, striped skunk, killer whale and Canada lynx.