GOAL: Defenders Of Wildlife, a Washington D.C. advocacy group, wanted to stop an upcoming Discovery Channel "wildlife" program hosted by Sarah Palin, known for her aerial hunting of wolves and promotion of Alaskan oil interests.
STRATEGY: Instead of targeting the concerned public (which had proved slow and ineffective), we redirected the focus to the Discovery Channel's management, sponsors and shareholders who believed that Sarah Palin would raise their ratings—and profits. We planned a media “blitz”, concentrating on the train station and surrounding bus shelters that served the Discovery Channel's headquarters for one week during its Annual Shareholder’s Meeting. The posters adopted a corporate tone and logic that made it impossible for Discovery Channel's management to dismiss DOW as a bunch of tree-huggers that didn't understand business. It undermined their justification that hiring Sarah Palin was a business-based decision, turned off potential sponsors and created a negative buzz among the overwhelming numbers of pro-environment employees who passed the posters on their way to work.
RESULT: Our campaign transformed a “coup” for Discovery’s management into an embarrassing, expensive fiasco. Sponsors withdrew, Sarah Palin's Alaska was immediately cancelled, with little likelihood of similar shows being proposed in the future. Excellent!
Wild Bird Fund / Logo, Outdoor Campaign, Event
GOAL: Raise awareness and money for NYC's only non-profit wildife rehabilitation facilty. Run by nice Ladies Who Lunch, the WBF was struggling to source funding beyond their small circle of wealthy, older patrons.
STRATEGY: One, through an anthropomorphic campaign approach that visualizes people trying to exist under same difficult conditions as birds do,we wanted to overcome the misconception that urban wildlife is “just fine” without our help. Two, build a wider audience of young professionals with disposable income who may not be hardcore wildlife advocates, but do want to attend events that are "the place to be" for that evening. We renamed their gala “the Annual Flocktail Party”, created fun, stylish materials and sourced celebrity guests.
RESULT: With one small ad, the WBF doubled its public-generated contributions and through more exciting invitations, tripled its event attendance.
The Knowledge Project / Logo, Branding, Brochure
GOAL: Raise corporate funds and encourage school participation for an inner city literacy program.
STRATEGY: Contemporize and simplify the name by changing The Knowledge Project to “The Know”. Replace tired, institutional-looking handouts with smart, modern materials that are child-friendly without being childish, and make the appeal to the business community more relevant by convincing them literate, involved children are future professionals worth mentoring.
RESULTS: Despite a NYC fiscal crisis, The Know exceeded expectations, met its operating expenses for the first time and increased the number of participating schools from 25 to 70.