Dear Donald: a message from Scotland’s seas

When Donald Trump arrived in Scotland this week, he may have been hoping to avoid the protestors. But thanks to a creative digital campaign by the Green Britain Foundation, he couldn’t avoid the truth — even on his own social media platform.

Taking the message straight to Trump

The Foundation has launched a targeted advert on Truth Social, featuring a short film titled Dear Donald. The video contrasts the breathtaking beauty of Scotland’s coastline with the grim reality of industrial salmon farming — showing lice-infested, rotting fish, polluted waters and mass die-offs in cages along the west coast.

Filmed in the Outer Hebrides, where Trump’s mother was born, the campaign delivers a message that is both personal and poignant:

“Scotland is exporting filth. What would your mother say, Donald?”

The advert was posted from a one-off Truth Social account, @ToxicSalmon, and geo-targeted to ensure it appears in Trump’s own feed, as well as those of his team and accompanying media.

The truth about Scotland’s ‘toxic salmon’

The footage, provided by the Green Britain Foundation, reveals the hidden harm behind Scotland’s salmon farms — industries that brand themselves as sustainable but cause significant damage to marine ecosystems and animal welfare.

Diseased and parasite-ridden fish are frequently cleaned up and exported abroad, including to the United States. These farms pollute coastal waters, threaten wild fish populations and undermine Scotland’s natural heritage.

“The real harm being done to Scotland’s environment isn’t from windmills; it’s from factory farming of salmon,” the Foundation said.

Calling for accountability and change

The Foundation’s campaign aims to hold the salmon industry to account — and to call on consumers, journalists and policymakers to take a closer look at what’s really happening beneath the surface.

“If Scotland wants to lead on sustainability, it must start by cleaning up its own waters,” the Foundation added.

The Dear Donald video is a reminder that environmental truth-telling can take many forms — sometimes even on platforms designed to silence it.

Watch and share

The Dear Donald campaign runs throughout Trump’s stay in the UK. You can view the full video on Truth Social via @ToxicSalmon, or learn more about the Green Britain Foundation’s investigations into environmental justice at greenbritainfoundation.org.