wished to raise public awareness to influence the outcome of a United
Nations' vote on the future of commercial whaling.
the LandersMadden team faced a number of challenges in relaying
the Greenpeace message to the public. To start, the majority of
journalists saw Greenpeace and the "Save the Whales" cause as passť,
and the U.S. Government's silence on the issue gave international
policy journalists no cause for exploration. Further, the government
of Japan had successfully executed an international pro-whaling
campaign, which included the release of falsified scientific studies
to justify their whaling quotas, while commercial whaling advocates
had already successfully co-opted the issues of indigenous cultures
and sustenance whaling.
The team focused
on national and international news outlets in an effort to garner
maximum exposure for the issue. We raised the media's awareness
of illegal whaling activities and other efforts conducted by pro-whaling
countries seeking a repeal of the moratorium and cultivated feature
articles in national news broadcast and key daily publications such
as Newsweek, CBS, and Associated Press. We also conducted
an online viral campaign.
in increased levels of awareness established among the public through
coverage in national and trade media, with appearances in top-ten
broadcast news markets and significant issue coverage in national
news magazines (i.e. Associated Press, Agence France-Presse,
Kyodo News International, Newsweek, Newsweek International, Reuters,
ABC, CBS, CNN, Fox, and NBC). Also, our online viral
campaign received industry awards for innovation and impact.
paid off: at the International Whaling Commission in Nairobi, Kenya,
we organized the distribution of a sympathetic Newsweek feature
we had secured. Voter sentiment was reversed following the article's
circulation and the moratorium was upheld.
Express | AXA Financial