Campaign Don't Let Them Lift the Whaling Ban
Client The Whale and Dolphin Conservation Society
PR team Cake
Timescale June-July 2010
Budget Pro bono
To launch a campaign with mass appeal ahead of the IWC vote on 21 June 2010 in Agadir, Morocco.
Strategy and plan
Cake created a 90-second film to shock and motivate people to oppose the proposal to lift the ban by signing an e-protest on the WDCS site. The film featured model Alice Dellal painting a message on a wall in what appears to be whale blood.
Measurement and evaluation
The campaign received more than 153 pieces of online coverage including on Perez Hilton's fashion channel Coco Perez, The Sun Online, BBC and USA Today. Grazia and The Daily Telegraph also covered it. The video received 50,000 views on YouTube.
More than 10,000 people signed the petition at launch and the site increased its visitor figures by 400 per cent. The proposal to lift the ban was rejected at the IWC meeting.
The campaign has been shortlisted for a PRWeek Award.