The Assignment
The International Fund for Animal Welfare needed copy for an awareness campaign to save the North Atlantic Right Whales from extinction. There are currently only 340 left, with 90 of them being females. Copy needs were for outdoor, specifically billboards, bus wraps, and solar recycling kiosks.
The Copy
Presented six concepts, with each concept including a Mother’s Day execution. Below was the favored campaign for Boston and the surrounding area.
Billboard
- Headline: Only 340 of These East Coast Commuters Remain.
- Tag: Save the Right Whales ifaw.org/NARW
Billboard (Mother’s Day)
- Headline: Every Road Leads to Saving Mother Whales.
- Tag: Save the last 90 ifaw.org/NARW
Bus Wrap
- Headline: Their route is nearby too.
- Tag: Save the Right Whales, Join ifaw.org/NARW
3-sided Solar Bin
- Headline: Waste Management Isn’t a Problem, Right Whales Going to Waste Is.
- Tag: Scan and protect ifaw.org/NARW
