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.
