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.
With this in mind, Tails for Whales revolves around a simple symbol that anyone can create: two hands forming a whale tail. To bring it to life we employed photographers, YouTube, Facebook, Flickr, press ads (linked below) and PR to spread the word and encourage as many people as possible (including some well known Australians) to make a whale tail and send in their photo through our website, tailsforwhales.org
The photos were then 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 it ended up on the catwalk of NY Fashion Week, you can download the case study here.
To sit back and enjoy a video version of the case study, click here.
What we did
- Creative idea
- Press ads
- YouTube ad
- Flickr site
- Facebook group
- The Big Book
