World Fish Migration Day Connects Fish, Rivers, and People – From a One-Day Event to a Broader Social Movement

Widespread declines in migratory fish highlight the need for increased global efforts to raise awareness of their value and abate threats they face. World Fish Migration Day (WFMD), coordinated by the World Fish Migration Foundation, is a biennial global celebration of open rivers and migratory fish achieved through locally organized events with the common theme of connecting fish, rivers, and people. Since 2014, over 1,200 events have been organized in 80 different countries across all inhabited continents. Here we provide an overview of the WFMD social movement, highlighting its ability to raise awareness surrounding the plight of migratory fish. We provide pertinent case studies to illustrate the creative events held throughout the world intended to build the public and political will to enable protection and restoration of migratory fish populations. From a coordination perspective, there are several key principles that underlay the success of WFMD, including taking an optimistic approach, identifying change-makers in the community, and carefully timing the growth of the movement. By reflecting on the approach and growth of WFMD, we feel this perspective piece will prove useful to other groups and organizations considering using the power of social movements to achieve common goals related to environmental conservation.