In our companies
Campaign: Stop the Slaughter
Client: International Fund for Animal Welfare (IFAW) WPP company: JWT, Melbourne
The International Fund for Animal Welfare (IFAW) campaigns to prevent animal cruelty and advocate for the protection of wildlife and habitats. Despite a global ban on commercial whaling, many countries still catch whales under a provision of the 1946 whaling convention which allows whales to be killed for scientific purposes. Through campaigning, research and hands-on help, IFAW is leading the fight to save the whales.
In 2011, JWT worked pro bono for IFAW. The day before International Whaling Day, JWT launched a promotional PR stunt. A viral video showing a fake sighting of a whale close to Darling Harbour was released online via social media. Hours later, JWT activated a live stunt in the waters of Sydney Harbour using laser projections and a submerged air pump to imitate the blowhole of a whale. The laser recreated the slaughter and projected the brutal facts about whale hunting whilst the sound of a whale song was played out via the harbour’s public announcement system. The campaign was supported by posters displayed around Australia, illustrating the grace and magnetism of these gentle giants.
As a result of the campaign, one in three Australians were inspired to save the whales and visitors to www.ifaw.org increased. The campaign was worth $30,000 of agency time and reached over 8.5 million people.