Overview of the
Last 130 campaign
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Lucy Bertenshaw
WWF-UK
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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
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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
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
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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
• 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
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THANK YOU
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