Trade Secret Norway Impact Tour Ignites Momentum for Polar Bear Protection

In late February, Trade Secret undertook a focused impact campaign across Norway, timed to coincide with World Polar Bear Day and designed to engage policymakers, researchers, students and the public on the issue of international commercial trade in polar bear skins.

The Norwegian premiere took place in Oslo, just steps from Parliament. Scientists, journalists and individuals with close connections to government attended, setting the tone for a week aimed squarely at policy awareness and public engagement. The discussion that followed reflected a growing recognition that Norway plays a critical role in shaping the future of polar bear protection.

From Oslo, the campaign moved north to Svalbard, where the film had its Arctic premiere in Longyearbyen on World Polar Bear Day. Two packed screenings were held for the local community, with more than 400 attendees - roughly 20% of the town’s adult population. In a region closely tied to polar bear conservation, the conversations were immediate and deeply engaged, focusing on Norway’s unique position in the global trade landscape.

The tour then continued to Tromsø, which proved to be the high point of the week. The city’s main cinema was completely full, and the audience reacted audibly throughout the film. When the credits rolled, the room rose to a two-minute standing ovation. The Q&A that followed was passionate and emotionally charged, with a large number of students remaining long after the screening to continue discussions outside the venue. The sense of urgency was unmistakable.

The final stop was Bergen, where the screening was held in partnership with the University of Bergen’s polar research network. Although smaller and largely academic, the response was thoughtful and probing. Beneath the measured tone was a shared sentiment: Norway must do more. The discussion focused on the country’s potential leadership role in strengthening protections for polar bears.

Across the tour, more than 1,000 people saw the film within just a few days, including researchers, students, policymakers and members of the public. The screenings highlighted Norway’s unique position. While the country banned domestic polar bear hunting in 1973, it continues to allow imports of skins from trophy hunts in Canada and has become one of the world’s largest importers of commercially traded polar bear skins.

The campaign encouraged Norway to show global leadership by supporting an Appendix I listing under CITES to end international commercial trade in polar bears. Audience engagement across all cities demonstrated strong interest in this policy pathway and a growing willingness to discuss Norway’s role in driving change.

The tour has already ignited further action within Norway. Both NOAH and Rissa Citizen Science have now taken up the issue of commercial trade in polar bears and begun outreach to political leaders. We are pleased to welcome them as new global partners of Trade Secret, joining a growing international coalition working toward stronger protections for polar bears.

This impact campaign was made possible through the support and partnership of SeaLegacy, whose contribution helped amplify outreach, strengthen engagement and ensure the film reached key audiences across Norway.