Project Ocean was a unique partnership between the Zoological Society of London and Selfridges & Co to raise awareness of the issue of overfishing and the plight of the oceans. The project was supported by an extensive PR campaign that targeted national news, lifestyle, food and the fashion media. The campaign harnessed a range of media platforms from YouTube to Twitter to bring the message of overfishing to new audiences.
Project Ocean was launched with a high profile press conference in the Ultralounge in Selfridges. The Ultralounge housed tropical corals from ZSL London Zoo for the duration of Project Ocean. The coral exhibit provided a novel means of communicating the threat facing corals and the unique role played by zoos in contributing to the conservation of corals and the wider oceans.
Project Ocean ran from 11 May 2011 – 8 June 2011 with a sustained PR campaign for the duration of the project coordinated between ZSL, Selfridges and agency Gabrielle Shaw Communications. Zoo keepers and conservationists from ZSL London Zoo were the voices and faces of Project Ocean. The PR campaign also used high-profile individuals associated with these issues, including HRH Prince Charles and Hugh Fearnley-Whitingstall to raise the profile of the project. The coverage generated by the campaign was worth £247,122 in Equivalent Advertising Value for ZSL from 110 articles.
ZSL - London Zoo
COMMENDATION received in BIAZA Awards 2011 for Best public relations project