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WWF Eagle

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by

Sarah St. John

on 21 October 2012

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Transcript of WWF Eagle

Ogilvy & WWF, Where is the eagle? Summary of the Campaign: White-Tailed Eagles in Portugal are becoming extinct
World Wide Fund for Nature (WWF) partners with Ogilvy Media group and S.L. Benifica football club to do an informative campaign
The S.L. Benifica mascot, an eagle called Victory, goes missing from the stadium and their logo - The club is losing their eagle
"Day of the Eagle" - with encouragement and participation of the crowd, Victory the eagle returns to the stadium on a game day. Assessment of the Video Campaign is effective at setting the stage to advocate for eagle conservation
Missing the link to the cause of the eagle extinction
Campaign promoted awareness but doesn't inspire change. Requires follow-up for a real effect. Conservation Frame Identity Frame Importance of the eagle for biodiversity
Low awareness of the issue
Were able to get $2,000,000 of free media out of the campaign Importance of the eagle to S.L Benefica through their logo
Football is large part of Portuguese culture, pride, and identity
Had the "Day of the Eagle" where the eagle returned
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