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Conserving what is ‘too precious to wear’
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Related Topics: WASHINGTON
WASHINGTON (Map, News) - Client: Four sponsoring foundations: Tiffany & Co. Foundation, the Kingfisher Foundation, the Henry Foundation and the Ocean Foundation
Job: To recruit fashion leaders to help preserve the world’s corals by speaking out and by designing alternative-coral products
Agency: SeaWeb, based in Silver Spring
Theme: “Too Precious to Wear”
Concept: About 25 percent of ocean life depends on coral reefs for shelter, food or other support, but the planet has lost 11 percent of its coral cover over the past 30 years, according to SeaWeb. Corals are being threatened by overfishing, a continued demand for coral products and rising levels of carbon emissions — the U.S. imported an estimated 26 million pieces of red coral for jewelry between 2002 and 2006. The organization designed a national campaign to educate the public and policymakers about coral conservation.
The plan: SeaWeb formed partnerships with several fashion and jewelry designers, including Chantecaille Beauté, Vena Cava, Lela Rose and Tiffany & Co., to develop and promote sustainable alternatives for coral that can be used in jewelry and home décor items.
The organization is conducting its marketing campaign solely on “earned media,” sending information and press releases to its existing media contacts to generate coverage, and timing product releases to coincide with industry or fashion events.
Beginning in January, SeaWeb’s fashion partners will begin using their visibility to draw attention to the issue of coral conservation. Tiffany & Co., which no longer uses coral in its jewelry, will release an alternative-coral jewelry collection in June. SeaWeb is providing its scientific expertise to other designers to help develop products that are in line with their company’s core business.
Creative team: Patty Debenham, director of coral program; Julia Roberson, media lead
Background: Since 1995, SeaWeb has been using strategic communications to promote awareness of marine conservation issues and to foster healthy oceans. The organization has worked with near-shore fishermen in Hawaii to promote responsible fishing and has run a child-safe seafood campaign to educate parents about healthy and environmentally safe fish for children.
tluntz@dcexaminer.com
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
104 agree | 93 disagree
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Examiner Reader said:
Get some of the crime issue solved too
250 agree | 235 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
357 agree | 266 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
519 agree | 295 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
647 agree | 433 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
563 agree | 429 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
634 agree | 429 disagree
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
479 agree | 445 disagree
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Examiner Reader said:
nice stuff! great campaign.
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Examiner Reader said:
hog wash!
807 agree | 487 disagree
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