Download - #OrigamiMigration - Lindsay Smith, WWF UK
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© STAFFEN WIDSTRAND/WWF
Lindsay Smith – WWF Campaigns TeamMarch 2017
#ORIGAMIMIGRATIONSaving Our Shared Heritage
2 MAY 20231
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2 MAY 2023 © BRENT STIRTON/REPORTAGE BY GETTY IMAGES/WWF2
CAMPAIGN OVERVIEW
• Natural World Heritage sites that have outstanding universal value
• We know that we can protect them, as we did it historically with the Great Barrier Reef and Virunga National Park
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2 MAY 2023 © BRENT STIRTON/REPORTAGE BY GETTY IMAGES/WWF4
FLAGSHIP CAMPAIGN OVERVIEW
• Three key flagships – Selous Game Reserve in Tanzania, Belize Barrier Reef in Belize and Doñana National Park in Spain
• Advocacy actions to email prime minister/ president of each of the flagship countries
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Natural World Heritage sites under threat
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2 MAY 2023 © BRENT STIRTON/REPORTAGE BY GETTY IMAGES/WWF6
DOÑANA NATIONAL
PARK
• Largest wetland in the European Union
• 6 million migratory birds rely heavily on the wetland during the winter season
• Immediate threat and deadline: river dredging of the river that surrounds the National Park to be stopped by 1st December 2016
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2 MAY 2023 © UNKNOWN8
WHY A CREATIVE ADVOCACY ACTION?
• Higher level action for those who have taken the e-action
• Something that those who would not write to the PM could do.
• Something mobile you can hand to advocacy target in an age of e-actions
• Something that would generate media coverage
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2 MAY 2023 © UNKNOWN9
WHY ORIGAMI?
• Visual representation of the quantity of people that care about World Heritage sites
• Audience insights suggested our target audience liked arts and crafts
• Easily translatable globally
• Simple and relatively low barrier ask but with a personal element
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Assets and channels
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Assets and channels
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HOW MANY DID
WE RECEIVE?
2,142… and counting!
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2 MAY 2023 © UNKNOWN15
WHAT WENT WELL?
• Delivered for the Spanish office who were promised a meeting with a target minister
• It received organic media coverage
• UNESCO delegates still have their birds on their desks
© Jonathan Jones/ WWF
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2 MAY 2023 © UNKNOWN16
WHAT COULD
HAVE BEEN BETTER?
• Lack of UK media coverage on the day (but we did get Fox news!)
• Swearing on Facebook Live…
• Partner utilisation – other environmental groups
© Diego Lopez/ WWF
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2 MAY 2023 © BRENT STIRTON/REPORTAGE BY GETTY IMAGES/WWF17
DOÑANA NATIONAL
PARK
• Immediate threat and deadline: river dredging of the river that surrounds the National Park to be stopped by 1st December 2016
• First step on a WHS campaign journey
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