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,...