1. 1 Picture Placeholder 1 Overview of the Last 130 campaign Lucy Bertenshaw WWF-UK

2. Overview Background to the campaign – Whales at Sakhalin Island What we wanted to achieve Campaign planning – getting creative On the day of the campaign launch….. Olga down the Thames, staff at the banks, engaging the public Mr Scruff and social media How did we get on? 2

3. 3 Sakhalin Island, Russian Far East

4. Sakhalin Oil & Gas project & Whales Opposition of Sakhalin Oil & Gas project since 1990s January 2011 press release condemning 3 rd platform April 2011 NGO statement of concern sent to key lenders, signed by 22 NGOs June 2011, meetings with lenders July-Nov 2011 Collaborate with other WWF offices – define a joint approach Campaign planning

5. PLANNING THE CAMPAIGN 5 Campaign Aim: Create opposition to the construction of the 3 rd platform near Sakhalin Island so Sakhalin Energy to cancel the platform Target – European banks who finance the project

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7. 7 Mr Scruff’s support

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9. Mr Scruff’s Animation 9

10. Olga sets sail down the River Thames SHOW VIDEO 10

11. 11 Giving out the “Daily Whale” outside BNP Paribas London Office

12. 12 Olga is stationed on the South Bank, and the public asked to draw a whale to support the campaign – Push on social media- incl. twitter

13. The campaign results 27,167 took the action 2,736 Whale drawings submitted and counting >30,000 views of the videos 34 pieces of UK media coverage including online with The Sun, Daily Mail, The Daily Telegraph (online), MSN, AOL and Huffington Post 3,500 Daily Whale newspapers handed out- targeted to bank staff >5,000 tweets of the campaign url 2800 facebook likes 13

14. Campaign Success 3 rd platform was postponed until 2014 14

15. Lessons learned 15 Run as social media campaign with off-line activities rather than more traditional campaign Run the event as live and encourage social media Use smart phone not a camera to upload photos to social media quickly Comprehensive (dedicated and integrated) supporter comms

16. THANK YOU 16