Voluntary Sector: WWF gains time for endangered whales

Conservation charity WWF asked Kaper to highlight the plight of the western Gray whale. With only 130 left in the world, the species faces extinction due to the development of a third oil and gas platform off the coast of Sakhalin Island. Three European banks were financing the project, along with other investors. The lenders, scientists and the Sakhalin Energy Investment Company were due to meet on 12-14 February.

Western Grey whale: Near extinction
Western Grey whale: Near extinction

Campaign: The Last 130
Client: WWF
PR team: Kaper
Timescale: January-February 2012
Budget: £50,000

 

Objective

  • To drive awareness of the plight of the whales ahead of the meeting to the public and bank employees.

Strategy and plan

Kaper devised an integrated campaign that included floating a life-sized whale down the Thames. DJ Mr Scruff, who was recruited as an ambassador, created an animated film.

The agency created a spoof newspaper The Daily Whale, which highlighted the issues, and distributed 6,250 copies to bank employees.

Measurement and evaluation

The campaign received 34 pieces of coverage including an ITN video feature. The Mr Scruff video was watched 20,000 times, and there were 27,051 petition sign-ups.

Results

The campaign was raised at the meeting. Sakhalin Energy recently announced it had delayed its decision to build the third platform until 2014.

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