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Overview of the Last 130 campaign

Lucy Bertenshaw

WWF-UK

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?

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Sakhalin Island, Russian Far East

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

PLANNING THE CAMPAIGN

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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

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Mr Scruff’s support

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Mr Scruff’s Animation

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Olga sets sail down the River Thames

SHOW VIDEO

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

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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

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

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Campaign Success

• 3rd platform was postponed until 2014

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Lessons learned

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• 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

THANK YOU

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