What we found
Smart brand thinking
What We Found
Every year 100,000 albatrosses were drowning on the baited hooks of industrial fishing vessels. The scale of deaths meant 19 out of 22 albatross species were threatened with extinction. While the RSPB and its BirdLife International partners could demonstrate the problem and potential solutions, they needed to harness mass public support to underpin their lobbying efforts.
Smart Brand Thinking
Elevate albatrosses to a similar position as polar bears and tigers. We developed the Save the Albatross campaign in partnership with the Volvo Ocean Race (VOR), the world’s premier sailing competition, which crosses the southern oceans where the problem was happening.
We developed simple messages and soundbites to make what is a complex issue more widely understood. And we portrayed members of the Albatross Task Force as intrepid heroes, battling against the odds to save albatrosses far out at sea.
The VOR partnership helped bring the threats to albatrosses to a worldwide audience. HRH Prince Charles, Sir David Attenborough, Dame Ellen MacArthur and Simon Cowell all leant prominent support to the campaign. Many thousands of pieces of media coverage have been generated worldwide. Highlights include BBC1’s Saving Planet Earth, documentaries on BBC2 and Channel 4, and the centre page spread of The Sun.
To date the campaign has raised over £3 million, funding 17 members of the Albatross Task Force to work with fishing fleets in eight countries across South America and South Africa. Work is also getting underway in Korea, Japan and China. The scale of public awareness, support and campaigning has helped bring about new fisheries legislation to combat the needless slaughter of these magnificent birds. Crucially, the number of albatross species threatened with extinction has fallen from 19 to 15.
“Paul has outstanding talents across the entire portfolio of his activities. His judgement is impeccable, considered and absolutely spot-on in all his dealings.”
Professor Steve Ormerod, Chair of RSPB Council.