National Aquarium Dolphin Sanctuary announcement

The National Aquarium, a non-profit public aquarium, created a transparency-focused communications campaign for the launch of its new dolphin sanctuary, at a time when the practice of keeping animals in human care was getting critical reactions across the US.

Campaign details

Advertiser: National AquariumBrand: National AquariumAgency: GolinCountry: United States

Assignment

During a period of critical reactions from the public regarding animals in human care, the National Aquarium made a courageous decision to create the first-ever cetacean sanctuary in North America for its eight bottlenose dolphins. With just eight weeks to prepare, the Aquarium hired Golin to help make the groundbreaking announcement.

Our goal? Announce the brave and bold decision in a way that would establish the Aquarium as an industry leader while keeping critics at bay. We aspired to start a conversation...

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