Campaign: The Last 55

Play
1:26
WPP company(s):
Geometry Global New Zealand and Ogilvy & Mather New Zealand
Client:
WWF

Overview

The Maui dolphin is the world’s smallest dolphin with the world’s smallest population – only 55 remain. To help WWF raise awareness and put pressure on the government to take action, Geometry Global New Zealand and Ogilvy & Mather New Zealand created an online campaign which reduced Facebook user’s friends lists to just 55. As people saw their friends dwindle, they were encouraged to sign a petition and share #thelast55 through social media.

Results & Awards:

  • Over 100,000 people signed the petition
  • #thelast55 shared 14,000 times.
  • $625,000 worth of work value.
  • Political parties gave support and regional council actively setting up a marine reserve.
  • PMAA Dragon Awards 2015: 1 Navy, 1 Silver.
  • 13 - climate
  • 14 - water
  • 17- partnerships