IFAW GUARD BOOK

Guard Book

IFAW - The International Fund for Animal Welfare

The International Fund for Animal Welfare (IFAW) has become a respected

force for animal welfare and environmental protection in the UK, with more

than 800,000 members supporting their national and international efforts to

protect animals from cruelty and preserve their habitats.

From the outset, the founders of the International Fund for Animal Welfare,

rejected the notion that the interests of humans and animals were separate.

Instead they embraced the understanding that the fate and future of harp

seals - and all other animals on Earth - are in extricably linked to our own.

IFAW's UK office was established in 1976 to enlist the UK public's support in

the campaign to end the hunt for whitecoat seals in Canada.

Since then, they have addressed animal welfare issues to the United

Kingdom and promoted IFAW's global activities.

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Pitch - Background2

INTRODUCTION

Following a five way pitch, GREEN were appointed IFAW’s design agency in

October 2007. The following work was presented to IFAW during the pitch

process, resulting in GREEN’s appointment.

The pitch brief concerned two key areas of IFAW’s work.

� An ocean noise pollution campaign incorporating IFAW’s

new brand guidelines.

� The development of an anti-whaling campaign designed

to protect the humpback whale.

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SOLUTION

This was the communication challenge GREEN was faced with. How to raise awareness of man-made underwaternoise pollution amongst Parliamentarians and the public? GREEN responded with the following creative executions.

� Advertisements

� Animated Banners

� Leaflet

Please refer to page 20 for the Ocean Noise Pollution report, designed and printed in June 2008.

Pitch - Ocean Noise Pollution Initiative

BACKGROUND

Can you imagine being bombarded by sound so loud that you are deafened

to the world around you; sound so loud that simply moving from one point

to another becomes a struggle as you try to overcome your disorientation?

Now imagine what it would be like if you were hearing that sound in your

own home and could not escape from it. For many of the world's whales,

dolphins and porpoises, their marine habitat is dominated by such sounds.

Sound is extremely important to many marine animals, particularly

cetaceans (whales, dolphins and porpoises), which use it for navigation,

communication and finding food and mates. In the dark marine environment,

other senses, particularly vision, have severe limitations. Cetaceans therefore

rely on their hearing as their primary sense.

Press Advertisements

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Animated Banners Leaflet cover

Leaflet inside pages

Pitch - Humpback Whale Campaign

INTRODUCTION

The second creative challenge for IFAW was to raise awareness of the threat

to Humpback whales from Japanese, Norwegian and Icelandic whalers.

Pages 9 - 12 contain the actual mailings GREEN went on to create.The pitch

also proposed bringing 15 individual humpbacks to life through the social

networking site, Facebook.

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SOLUTION

Joining a humpback whale group, each individual would be responsible for bringing the whale’s characters to lifeover a nine-month period. In order to ensure the whale narratives reflected scientific reality, each of the ‘whaleowners’ would be briefed in detail on the natural behaviour of his/her whale and how to respond appropriately toonline queries/interactions.

An additional benefit of the development of an online interlinked network would be increased traffic to existingIFAW online resources (such as YouTube and stopwhaling).

In order to maintain an element of coherence and maximise the benefits to IFAW, blogs will be hosted on amicrosite linked directly to the stopwhaling and IFAW sites. The impact and penetration of the project will bemaximised by the development of widgets (mini websites that can sit within the social networks and blogs as wellas the websites of IFAW's friends, colleagues and associates). These widgets will showcase existing and emergingmultimedia material held by IFAW and their associates and further engage the target audience through educationand interactivity.

As well as engaging both new and existing supporters, this innovative approach is likely to generate interest bothonline and in the traditional media, and will position IFAW as being thought leaders in the use of online media forcampaigning activities.

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Pitch - Think Twice Campaign

BACKGROUND

Upon appointment, GREEN were invited to pitch for IFAW’s Think Twice

Global Campaign. GREEN were asked to create a wildlife souvenir leaflet

that informs travellers not to purchase wildlife souvenirs from boutique

safari resorts.

The concept, expected to deliver and create an impact, needed to be

appropriate for general use without causing shock or negativity.The leaflet

will combine both the current land and sea safaris leaflets IFAW distribute.

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TARGET MARKET

The leaflet will target travellers who attend exclusive safaris that offers a personal service to the rich traveller.There is a feeling particularly amongst the boutique safari resorts that they do not communicate the history of thewildlife souvenirs they sell, particularly those where an animal has been deliberated killed.

Equally, the leaflet will be available in airport souvenir shops.

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SOLUTION

There is no labelling of wildlife souvenirs at most animal resorts. This increases the importance of these leafletsand their communications objectives – e.g. an elephant has been killed to provide you with this hand bracelet.

Whilst, the leaflets are expected to raise awareness, greater emphasis needed to be made to the leafletsaccountability.

Travellers are encouraged toreport an offence where an animalmay have been deliberately killed,make a donation or get involved inthe fight against wildlife cruelty.

Humpback Mailing – Stage One

BACKGROUND

To create a mailing for MPs asking them to adopt one of 18 humpback

whales that is threatened by Japanese whalers.

The mailing is designed to encourage MPs to put pressure on the Japanese

Government. By lobbying the Foreign Secretary, David Miliband the

communication aims to bring an end to Japan’s whaling programmes

against the endangered humpback whales and question the farcical nature

of ‘scientific’ whaling.

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TARGET MARKET

As the subject area required a considerable amount of political manoeuvring only MPs received the mailing.

Adoption Certificate

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SOLUTION

A 6pp roll fold mailing asking MPs to enter into a ‘relationship’ with a 64,000lb humpback.

Complete with a picture of their adoptive humpback, MPs were asked to attend a photo shoot at the Houses ofParliament where they were presented with an official adoption certificate.

Reverse of Mailing Front of Mailing

Humpback Mailing - Stage two

BACKGROUND

In 1982 the International Whaling Commission (IWC), whaling’s regulatory

body, adopted a moratorium on commercial whaling, which came into effect

in 1986. However, Japan has continued to hunt whales for commercial

purposes by exploiting a loophole in the IWC regulations which allows for

scientific whaling.

Iceland resumed “scientific” whaling in 2003 and overt commercial whaling

in October 2006, hunting endangered fin whales as well as minke whales, but

is currently not whaling at all. Norway continues to hunt whales commercially

under objection to the moratorium.

Since the moratorium came into effect, over 30,000 whales have been killed

mainly by Japan, Norway and Iceland, either via the loophole in the ban that

allows for scientific whaling or by these nations ignoring the ban. Japan has

been recruiting developing countries over the past decade, using fisheries aid in

exchange for pro-whaling votes at the International Whaling Commission (IWC).

IFAW ‘adopt’ a humpback whale for scheme was extremely successful and

resulted in 250 letters being sent to the Foreign Secretary; it also generated

significant local press coverage through the IFAW photo shoot at Parliament.

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TARGET MARKET

After the success of the adoption scheme, IFAW were keen to keep MPs interested and active on the whaling issue.In December 2007 Japan announced it would not press ahead with the planned whaling of 50 humpbacks until afterthe next IWC meeting.

There is a danger that MPs and the public may think that now the humpbacks have been “saved” by the temporaryreprieve, they don’t need to be kept informed. We need to remind them that Japan is still targeting almost 1,000other whales, and working all year round to recruit members to vote with them at IWC.

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SOLUTION

A world map showing how countries vote at IWC and which countries the MPs should target (5 countries selected byIFAW). This mailing centred around - one person, influencing one minister, which can swing one vote, which couldlead you to saving the life of a humpback whale.

Other aims centred on keeping MPs active on the issueof whaling. Keeping the pressure on the UK Governmentto work year-round on whaling and to encourage MPs’ tocontact other IWC member countries or countries beingtargeted for recruitment to the IWC asking them to votefor whale conservation at the IWC meeting in June 2008.

TARGET MARKET

IFAW supporters,members of the publicand MPs.

Seal Action Postcard

BACKGROUND

IFAW were keen to implement a ban on all imports of seal products to the

UK from Canada.The key message needed to focus on killing the fashion

industry profits not the harp seal population.

Canada’s harp seal hunt is unacceptably cruel, with regulation neither

respected nor enforced.The hunt is the largest marine mammal hunt in the

world and most of the profit from the hunt is made from selling the fur for

use in the fashion industry.These products are unnecessary and there are

many humane alternatives available.

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Above are three concepts GREEN put forward. The chosen route can be found on the following page.

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SOLUTION

An action card, asking for a complete ban on all seal product imports was created and either mailed to IFAWmembers, handed out to members of the public at IFAW events or available at specific seal summits.

IFAW members and the general public were asked to sign and post the action card addressed to Mr. Gareth Thomas,Parliamentary Under Secretary of State for Trade & Consumer Affairs.

EU Seal Advertisment

BACKGROUND

Although it is illegal to hunt newborn ‘whitecoat’ harp seal pups, Canada's

commercial seal hunt persists with unsustainable annual quotas of hundreds

of thousands of harp seals making it the largest marine mammal slaughter

anywhere in the world.

The scale of the hunt makes it impossible to properly monitor, which means

that the hunt results in unacceptable animal cruelty.

The level of the hunt risks seriously depleting the seal population. Research

shows that at current levels, the population could be reduced by as much as

70% over the next 15 years.This is of particular concern when combined with

the threat of climate change resulting in poor ice conditions, which is causing

higher natural mortality of seal pups.

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TARGET MARKET

Key decision-makers at EU level are Commissioners,Administration, MEPs and Journalists. We want themto understand that European people are against the sealhunt and want to put an end to this cruel andunsustainable practice.

Pressure is growing in Europe to end the import of sealproducts, with Belgium in 2007 becoming the firstEuropean Union Member State to ban the import andtrade in all seal products. The Netherlands followedsoon afterwards and other Member States such asGermany, Austria and Italy are considering similarlegislation.

SOLUTION

A newspaper advertisement calling on the EuropeanCommission to implement a ban on seal products andendorsed by all European Animal Welfare NGOS (logos).

We wanted to influence the decision of the EuropeanCommission to implement a ban on seal products beforeCommissioner Dimas goes public with his proposal bythe start of the Canadian seal hunt.

Some can’t wait any longer for an EU ban on seal product imports.In a few weeks, the largest marine mammal hunt in the world will start again, killing hundreds of thousands of defenceless

Harp seals. They will be slaughtered by having their heads smashed in with ‘Hack picks’. The lucky ones are killed right

away. But the scale of the butchery makes it impossible to estimate how many die a lingering and inhumane death alone on

the ice. It has to stop. Belgium and the Netherlands have already banned all Harp seal products. Germany, Austria and Italy

are considering similar legislation. Sadly it’s not enough. Only a total EU wide ban will send the right message to those who

seek to profit from the slaughter. Harp seals are already threatened by the effects of global warming. The least the

European Commission can do is ensure that this imminent unnatural disaster is lifted from above their heads.

PUT ME OUT OF MY MISERY

Seal Banners

BACKGROUND

A seal ban has been in place since the 1980’s that forbids trade in whitecoat

and blueback seal products (from young harp and hooded seals).

The Canadian government began directly subsidising the seal hunt, which

resulted in many more seals being killed.The hunt is now as big as ever and

sealers now target harp seals as they begin to lose their whitecoats (13 days

old or more).

Several countries have started taking action to ban the trade in all seal

products. Polling in Europe shows that Europeans are against Canada’s

commercial seal hunt and that a majority support a ban on the trade.

A decision to ban seal products throughout the EU which is currently being

discussed by commissioners, is expected in July.

A demonstration will show support for this ban and offers one last attempt

to ban seal product once and for all.There is a possibility that the

commission could decide to try and improve the commercial seal hunts

through increased regulation (or have a ban with conditions).This is

unacceptable.The only condition acceptable is Inuit hunts.

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TARGET MARKET

The demonstration is designed to target politicians and the media. Politicians may look for ways to do less work orcause less trouble between the EU and sealing countries.

They may be looking for a compromise option. We want to ensure there is no compromise. There may also be coveragein Canada. We want the Canadian government to see that Europeans want nothing to do with their commercial sealhunt and that pressure to stop the hunt is mounting.

SOLUTION

A suite of seal banners using the same concept but translated into four different languages reflecting IFAW’s mainEuropean offices; The UK, Germany, Belgium (Brussels), The Netherlands and France

Wild about Whales Children’s Factsheet

BACKGROUND

IFAW’s future depends on future support. Building a relationship with the

younger generation is crucial. IFAW had previously produced an eight page

fold out factsheet for children, offering them information on seals and

setting them tasks ranging from colouring in to dot-to-dots.

Creating an engaging factsheet about whales, the key objective was to bring

more colour to the creative and consider colours outside of IFAW’s colour pallet.

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TARGET MARKET

Younger IFAW supports and their families.

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SOLUTION

GREEN designed a far more engaging factsheet, improving the layout and introducing simpler pagination. Thefactsheet retains a strong use of photography, a dot-to-dot, word-search and colouring-in exercises.

Ocean Noise Pollution Report

BACKGROUND

Over the last century, noise levels in the world’s oceans have increased as a

result of shipping, oil, gas and mineral exploration and extraction, military

sonar testing and recreational boating.There is a growing body of scientific

evidence showing that man-made ocean noise pollution poses a significant

and, at worst, lethal threat to whales and dolphins and other marine wildlife,

including fish.

IFAW has been lobbying for some years on the issue of ocean noise pollution

and has been successful in ensuring that a growing number of international

bodies have recognised man-made ocean noise as a pollutant that requires

further investigation and monitoring.

IFAW wants to see urgent action on ocean noise pollution and is embarking

on a co-ordinated international campaign.This new report on ocean noise

pollution is intended to become one of IFAW’s primary tools in this campaign

aimed at raising awareness about the need for international action on ocean

noise pollution.

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TARGET MARKET

The report primarily targets politicians (e.g. UK MPs), the media, scientists and the marine industry. The report isintended to be a summary of the issue for the lay reader to motivate support for action on ocean noise pollution and co-operation with IFAW.

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SOLUTION

Designed and printed a 44 page report complete with striking photography, DVD and support from some of theworld’s leading authorities on ocean noise pollution.

The UK version of the report came complete with a record ‘Sleeve’ to tie in with the concept ‘the industrial sounds of the ocean’.

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