WWF Hong Kong: Vote Ruby

This case study describes how WWF-Hong Kong creatively engaged with pop culture to spread awareness of the plight of Chinese white dolphins (CWDs) and capture petition signatures.

WWF Hong Kong: Vote Ruby

Company: Geometry Global Hong Kong and Ogilvy & Mather Hong KongCountry: Hong KongCategory: Social Media

Summary statement

In the past decade, the number of Chinese White Dolphins (CWDs) in HK waters has dropped from 158 down to 61 dolphins. WWF Hong Kong needed local support to lobby the HK government to expand Marine Protected Areas in Hong Kong. With no allocated marketing budget, WWF launched a word of mouth driven campaign by entering a CWD named Ruby into the Miss HK beauty pageant. The campaign secured over 52,000 petition signatures,...

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