TURTLE BEACH PROJECT by Rapp London for Ifaw/international Fund Of Animal Welfare

TURTLE BEACH PROJECT

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Rapp London
Copywriter Magnus Thorne
Typographer Paul Turner. Robbie Rae
Illustrator Carl Alson
Released May 2009

Awards

Caples Awards 2009
Other Media Ambient/Guerrilla marketing Silver

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: IFAW UK
Product/Service: CONSERVATION ORGANISATION
Agency: RAPP UK
Copywriter: Magnus Thorne
Art Director: Paul Turner
Illustrator: Carl Alson
Typographer: Paul Turner
Other Credits: Ralph Barnett - Art Director
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: RAPP UK, London, UNITED KINGDOM

Description of Ambient execution
Over the May bank holiday, we arranged for 200 Hawksbill turtles to ‘come ashore’ on the beach at Bournemouth, England. The life-size card models were there to dramatise the slaughter of endangered turtles, killed so their shells can be made into souvenirs for tourists. The turtles were left for visitors to discover and play with – as they turned them over they discovered that poachers do the same thing. The stunt was organized to warn holiday-makers not to buy seemingly harmless combs, necklaces and other trinkets when abroad. The public took to the stunt very warmly, with thousands of families and visitors stopping to investigate and interact with the turtles, generating a lot of feedback and enquiry on the IFAW website. As well as photos and videos, the public actually took away all the turtles at the end of the day, spreading our message to homes and schools far beyond the reach of the event itself. The stunt gained extensive free media coverage, in press, radio and on national TV, all for a very modest £4,000 spend.