Case study: Sammy the Celebrity Salmon

This case study is part of a specially written series focusing on our local action projects. They are designed to show you how some of our best projects were delivered. Each case study provides background information, examines the original project idea, methodology, funding information, looks at who was involved, and draws out lessons learned from the experience. We hope these case studies will prove useful and inspirational, especially for those delivering similar work. This case study focuses on the adventures of Sammy the celebrity Mersey salmon, and his baton relay event. This was an awareness-raising communications campaign in which the salmon-shaped baton was transported along the Mersey by a range of community groups.