Office: Ogilvy & Mather Hong Kong
Even though the Chinese White Dolphin (CWD) is the mascot of Hong Kong (HK), the vast majority of the HK public did not know about the threats and dangers that these beautiful creatures face. Because only a small portion of HK’s waters are Marine Protected Areas (MPAs), the local population of CWDs has dropped by 61%- from 158 down to 61 dolphins- and at this rate, the number would reach zero by 2019. The Worldwide Fund for Nature (WWF) HK needed to lobby the government to expand these MPAs. This is hard work, requiring not only petition signatures from the public, but also funding for extensive research and marketing costs. We had to raise awareness and educate the public, all with a non-existent budget.
We decided to enter a CWD named Ruby into the Miss HK beauty pageant. This move catapulted the cause of the CWD to public awareness and mobilized unprecedented support for the cause. “Vote Ruby” was a fully integrated campaign underpinned by a strong media relations component and on-the-ground activities that were fully supported by the various digital and social media campaign platforms. The result exceeded all measurement benchmarks and expectations. We needed to capture 15,000 petition signatures. We captured over 52,000. We also achieved the added bonus of increasing donations to WWF.