| Title | STOP THE SLAUGHTER |
| Brand | INTERNATIONAL FUND FOR ANIMAL WELFARE |
| Product / Service | ANTI WHALING MESSAGE |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | JWT Melbourne , AUSTRALIA |
| Entrant Company: | JWT Melbourne, AUSTRALIA |
| Sales Promotion/Advertising Agency: | JWT Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Erica Martin | IFAW | Vice President of Communications |
| Patrick Ramage | IFAW | Global Whale Program Director |
| Richard Muntz | JWT Melbourne | Executive Creative Director |
| Keith Nicolas | JWT Melbourne | Deputy Creative Director |
| Harsh Kapadia | JWT Melbourne | Creative |
| Chris Andrews | JWT Melbourne | Creative |
| Daniel King | JWT Melbourne | Director of Digital |
| Justine Kubale | JWT Melbourne | Agency Producer |
| Sherry Cheesman | JWT Melbourne | Agency Producer |
| Dave Wade | JWT Melbourne | Editor |
| Jesse McElroy | JWT Sydney | Editor |
| Phil Kenihan | Front of House | Sound Engineer |
| Kate Guest | Iloura | Motion Producer |
| Thomas Puller | Iloura | Motion Designer |
| Simon Bronson | Iloura | Motion Designer |
| Laser Vision | Production Company | |
| Currie Communications | PR Company |
Commercial whaling was banned in 1986. Yet, whales face more threats today than at any other time in history. Whaling nations - led by Japan, continue to kill thousands of endangered whales in the name of 'scientific research'. Killing a whale for scientific research is as ludicrous as building a coal-fired power station to examine greenhouse gases. Our client, IFAW was keen to put an end to this sham. We were tasked with the objective of garnering mass support and opinion against the inhumane act of whale hunting.
The average Joe does not get to see a whale in his lifetime and therefore understandably finds it difficult to feel the pain that whaling inflicts on these gentle giants of the sea. Our promotion strategy was simple Use the desire for 'whale watching' to highlight the cruelty of whale hunting! A 'doctored' viral video of a whale sighting in Sydney Harbour, kick-started interest in the campaign. We followed it up with a PR stunt that involved a submerged air pump (imitating the 'blowhole' of a whale), a laser projector and a repurposed emergency PA system (amplifying a whale song). Thereby bringing the gruesome reality of a 'bleeding whale' to Sydney Harbour.
With a $30,000 budget the promotion reached an impressive 8.5 million Australians. 1 in 3 The campaign earned 240 minutes of radio airtime. 9 of 10 top newspapers covered the Direct campaign. IFAW spokesperson led the conversation internationally on anti-whaling day. Australians were inspired to save the whales. In addition There was a spike in visits to ifaw.org ifaw.org bounce rate reduced by 22.36%
Traditional messaging had time and again failed to attract the attention of the people, media and anti-whaling authorities. The creative solution was conceived keeping in mind the apathy that exists towards the suffering of whales. We had to make the suffering of whales palpable to the average Joe. We had to bring the experience of this brutal slaughter closer to the shores of Australia for people to see the slaughter for themselves. To feel the pain that whaling inflicts on these gentle giants of the sea. Our promotion was creatively bold because it needed to be.