As part of a high-impact advocacy campaign with Animals Asia, I combined strategic PR and storytelling to highlight their mission to end bear bile farming in Vietnam. The 'No Bear Left Behind' campaign demonstrated how a charity can tell its story effectively and further its lobbying work by gaining exposure in national and global media.
The media strategy maximised the impact of a new bear sanctuary opening by placing exclusive national interviews with the charity's celebrity supporters, including Dame Judi Dench among others. To complement this, we ran a 'radio day' with Downton Abbey star Lesley Nicol to attract broadcast coverage.
The PR campaign was supported by wider communications using the campaign messaging, video and imagery across Animals Asia social media, website, blog, and email. Celebrity supporters were also asked to share the campaign assets throughout the launch week.
The overall media reach was 250 million, including three double page spreads in The Daily Express, The Daily Mirror and Hello Magazine, which included multiple key messages and the website URL. Broadcast highlights included BBC World Service and 20 interviews with our celebrity spokespeople. The campaign achieved a 35% increase in coverage and a 53% increase in reach compared to previous Animals Asia campaigns.
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