In 2007 we helped the International Fund for Animal Welfare draw attention to Japanese whaling with a campaign that used blood, guts and the internet to get noticed.
In 2008 we wanted to extend our use of social media but switch to a more positive message that gave people a way to express their personal support for Government action against whaling.
Named after the 551 whales killed in the Southern Ocean Whale Sanctuary in 2007/8, Project 551 revolves around a simple symbol that anyone can create…two hands forming a whale tail. From there we employed photographers, YouTube, Facebook, Flickr, press ads and PR to spread the word an encourage as many people as possible (including some well known Australians) to make a whale tail and send in their photo through our website, project551.org
The photos will then be assembled into a whale size book and presented to the Government as a unified show of support for whale protection.
If you would like to know more about the Project and how we helped it spread across the worldwide web, you can download it as a case study here.
What we did
- Creative idea
- Press ads
- YouTube ad
- Flickr site
- Facebook group
- The Big Book
