Wspa World Society For The Protection Of Animals Promo HUMANE CHAIN by Clemenger BBDO Melbourne


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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Australia
Agency Clemenger BBDO Melbourne
Creative Director Damian Royce
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Date of First Appearance: Jul 1 2009 12:00AM
Entry URL:
Executive Creative Director: Ant Keogh (Clemenger BBDO Melbourne)
Creative Director: Damian Royce (Clemenger BBDO Melbourne)
Creative Team: Tom Martin (Clemenger BBDO Melbourne)
Creative Team: Julian Schreiber (Clemenger BBDO Melbourne)
Account Executive: Michael McKeown (Clemenger BBDO Melbourne)
Tech Lead & Developer: Daniel Zabinskas (Clemenger BBDO Melbourne)
Interactive Producer: Amelia Thamrin (Clemenger BBDO Melbourne)
Digital Account Management: Louise Paton (Clemenger BBDO Melbourne)
Senior Interactive Designer/Flash Developer: Calvin Teoh (Clemenger BBDO Melbourne)
Programmers: Calvin Teoh, Daniel Zabinskas (Clemenger BBDO Melbourne)
Creative Team: Quenton Miller
Creative Team: Nick Kelly
Media placement: Website/Social Network - Online, Facebook, WSPA Members - 1st July 2009
Media placement: Online Banners - Australian/Hotmail - 1st July 2009
Media placement: Press - Various Community Press Nationally - 1st July 2009
Media placement: Viral Letters - Viral Letter Sending Tool - 1st July 2009

Describe the objective of the promotion.
To force a government to make meaningful social change about an issue, you need letters. Letters written not by organisations, but by individuals. A single personal letter can be more powerful than a hundred protest signatures. Particularly on an issue our government almost pretends doesn’t exist - such as the inhumane treatment of live sheep during export. The World Society for the Protection of Animals (WSPA), have known while people disagree with the conditions sheep suffer, they frankly couldn’t be bothered to write about it. It’s simply considered too much work. WSPA needed to make this vital letter writing happen.

Describe how the promotion developed from concept to implementation
Our solution was deceptively simple. We created the Humane Chain, a brand new social movement on behalf of WSPA based online at - that would not only become a loud new voice for the cause, but an incredibly fast facilitator of the desperately needed personal letter writing. A place where people could immediately show they cared with only a few mouse clicks, instead of going to the effort of committing words to a page - but with the same enormous effect.

Describe the success of the promotion with both client and consumer including some quantifiable results
To date, on average 100 people a day have joined the Humane Chain, making it the largest effort against live sheep export the Australian public has ever made - and it’s still growing. As a result of the thousands of personal letters it has made possible, the Australian government and livestock exporters are now investing over a million dollars in new projects to improve animal welfare standards.

Explain why the method of promotion was most relevant to the product or service
Upon arrival visitors were invited to become part of a nationwide interactive chain spreading across Australia - showing the scale of distaste for live sheep export. Most importantly, they could use our specially developed online letter-composing tool. Removing all effort barriers, it instantly creates individual letters of complaint simply by clicking on a few key words. In mere moments arguments against, and even alternatives, to live sheep export appear - unique in order and style. The letters came complete with all the details of the relevant local member of government to send it to. You can even personalise the typeface.