The Salmon Project is an independent, non-partisan organization that seeks to put Alaska’s wild salmon resource at the center of a respectful, non-politicized conversation. In support of this mission, DHM surveyed more than 2,000 Alaskans, conducted 11 focus groups in rural and urban communities, and interviewed 35 community leaders from across the state. Our findings informed communications about wild salmon and explored how Alaskans perceive the vital role wild salmon play in the state’s social, cultural, economic and ecological life.