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Other Case Studies:
Client: IFAW
Project: Adopt a humpback
The International Fund for Animal Welfare (IFAW) aims to protect and secure the welfare and environments of the world’s animal population. Lobbying governments since the 1970s to do more to protect these animals, their advocacy programmes have received worldwide praise and support. With over 800,000 supporters worldwide, IFAW’s commitment to animal welfare has played its part in saving and protecting thousands of animals from physical harm, death and in some cases extinction.
The challenge, as always, is to continue the fund’s legacy, facing up to foreign politicians that chose to undermine the welfare of the world’s animal population for commercial gain.
Since 1986 over 30,000 whales, of all species, have been killed either by loopholes in the IWC whaling ban that permits ‘scientific’ research or by whalers who simply ignore the ban. So how could IFAW tackle the continuing threat posed by Japanese, Norwegian and Icelandic whalers?
The challenge, as always, is to continue the fund’s legacy, facing up to foreign politicians that chose to undermine the welfare of the world’s animal population for commercial gain.
Since 1986 over 30,000 whales, of all species, have been killed either by loopholes in the IWC whaling ban that permits ‘scientific’ research or by whalers who simply ignore the ban. So how could IFAW tackle the continuing threat posed by Japanese, Norwegian and Icelandic whalers?
IFAW’s existing campaigns needed to work harder, raising even greater awareness about the plight of these animals. The key was to tap into the emotional psyche of the target audience, making them realise that human, and not natural, causes are responsible for their demise.
GREEN’s approach was two-fold - to ‘bring these animals to life’ and to show the world they have as much right to live without fear - as we do. This was crucial if the target market was going to identify with the distress of these animals.
GREEN’s approach was two-fold - to ‘bring these animals to life’ and to show the world they have as much right to live without fear - as we do. This was crucial if the target market was going to identify with the distress of these animals.
IFAW’s mission is not to shock people. Its mission is to protect an animal’s welfare. With young supporters to consider and an organisational culture that prefers subtlety over explicit cruelty, the challenge required engaging but clever creative approaches.
With the humpback whale campaigns, politicians were the primary focus. We had to make it personal. So in anticipation of a vital vote in favour of a whaling ban, we invited MPs to adopt a whale.
Using a DL roll-fold for the initial mailer and a square, triple folded mailer for the follow-up, the communications explained how more was needed to be done to protect the humpbacks from the whalers. The mailings highlighted the beauty of these magnificent beasts as they made their annual migration.
The mailings kept the humpback whales front of mind following their commitment and support to ban whaling. The follow-up mailer invited the MPs to become advocates for the whales and help persuade those nations who were being courted by the Japanese to vote for an outright ban too.
With the humpback whale campaigns, politicians were the primary focus. We had to make it personal. So in anticipation of a vital vote in favour of a whaling ban, we invited MPs to adopt a whale.
Using a DL roll-fold for the initial mailer and a square, triple folded mailer for the follow-up, the communications explained how more was needed to be done to protect the humpbacks from the whalers. The mailings highlighted the beauty of these magnificent beasts as they made their annual migration.
The mailings kept the humpback whales front of mind following their commitment and support to ban whaling. The follow-up mailer invited the MPs to become advocates for the whales and help persuade those nations who were being courted by the Japanese to vote for an outright ban too.
