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Overview of the Last 130 campaign

Overview of the Last 130 campaign. Picture Placeholder. Lucy Bertenshaw WWF-UK. 1. Overview. Background to the campaign – Whales at Sakhalin Island What we wanted to achieve Campaign planning – getting creative On the day of the campaign launch…..

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Overview of the Last 130 campaign

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  1. Overview of the Last 130 campaign PicturePlaceholder Lucy Bertenshaw WWF-UK 1

  2. Overview • Background to the campaign – Whales at Sakhalin Island • What we wanted to achieve • Campaign planning – getting creative • On the day of the campaign launch….. • Olga down the Thames, staff at the banks, engaging the public • Mr Scruff and social media • How did we get on?

  3. Sakhalin Island, Russian Far East

  4. Sakhalin Oil & Gas project & Whales • Opposition of Sakhalin Oil & Gas project since 1990s • January 2011 press release condemning 3rd platform • April 2011 NGO statement of concern sent to key lenders, signed by 22 NGOs • June 2011, meetings with lenders • July-Nov 2011 Collaborate with other WWF offices – define a joint approach • Campaign planning

  5. PLANNING THE CAMPAIGN Campaign Aim: Create opposition to the construction of the 3rd platform near Sakhalin Island so Sakhalin Energy to cancel the platform Target – European banks who finance the project

  6. Mr Scruff’s support

  7. Mr Scruff’s Animation

  8. Olga sets sail down the River Thames • SHOW VIDEO

  9. Giving out the “Daily Whale” outside BNP Paribas London Office

  10. Olga is stationed on the South Bank, and the public asked to draw a whale to support the campaign – Push on social media- incl. twitter

  11. The campaign results • 27,167 took the action • 2,736 Whale drawings submitted and counting • >30,000 views of the videos • 34 pieces of UK media coverage including online with The Sun, Daily Mail, The Daily Telegraph (online), MSN, AOL and Huffington Post • 3,500 Daily Whale newspapers handed out- targeted to bank staff • >5,000 tweets of the campaign url • 2800 facebook likes

  12. Campaign Success • 3rd platform was postponed until 2014

  13. Lessons learned • Run as social media campaign with off-line activities rather than more traditional campaign • Run the event as live and encourage social media • Use smart phone not a camera to upload photos to social media quickly • Comprehensive (dedicated and integrated) supporter comms

  14. THANK YOU

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