Contemporary rural social movements bring diverse interest groups and stakeholders together at the local scale in the pursuit of common visions and goals, often against the backdrop of an external threat. The challenge for a movement's leaders is to negotiate and design a rural agenda that resonates with this complex constituency. One way to approach this problem is to construct and politicize a local sense of place as a means of rallying insiders against outside forces and pressures. This article explores the place-making activities of rural leaders operating within a complex social setting through an analysis of a grassroots social movement in Anahim Lake, British Columbia. The study uses the concept of the "place frame" to explore how Anahim's activists created a local discursive framework that enabled them to bridge dissimilar environmental values and practices within the community. The removal of external pressures following protest, however, saw the dissolution of this alignment. In documenting this process, the article contributes to a fuller understanding of the significance of place in grassroots protest and activism.