1. Guard Book

2. IFAW - The International Fund for Animal Welfare
The International Fund for AnimalWelfare (IFAW) has become a respected
force for animal welfare and environmental protection in the UK, with more
than 800,000 members supporting their national and international efforts to
protect animals from cruelty and preserve their habitats.
From the outset, the founders of the International Fund for AnimalWelfare,
rejected the notion that the interests of humans and animals were separate.
Instead they embraced the understanding that the fate and future of harp
seals - and all other animals on Earth - are in extricably linked to our own.
IFAW's UK office was established in 1976 to enlist the UK public's support in
the campaign to end the hunt for whitecoat seals in Canada.
Since then, they have addressed animal welfare issues to the United
Kingdom and promoted IFAW's global activities.
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3. Pitch - Background2
INTRODUCTION
Following a five way pitch, GREEN were appointed IFAW’s design agency in
October 2007. The following work was presented to IFAW during the pitch
process, resulting in GREEN’s appointment.
The pitch brief concerned two key areas of IFAW’s work.
An ocean noise pollution campaign incorporating IFAW’s
new brand guidelines.
The development of an anti-whaling campaign designed
to protect the humpback whale.

4. 3
SOLUTION
This was the communication challenge GREEN was faced with. How to raise awareness of man-made underwater
noise pollution amongst Parliamentarians and the public? GREEN responded with the following creative executions.
Advertisements
Animated Banners
Leaflet
Please refer to page 20 for the Ocean Noise Pollution report, designed and printed in June 2008.
Pitch - Ocean Noise Pollution Initiative
BACKGROUND
Can you imagine being bombarded by sound so loud that you are deafened
to the world around you; sound so loud that simply moving from one point
to another becomes a struggle as you try to overcome your disorientation?
Now imagine what it would be like if you were hearing that sound in your
own home and could not escape from it. For many of the world's whales,
dolphins and porpoises, their marine habitat is dominated by such sounds.
Sound is extremely important to many marine animals, particularly
cetaceans (whales, dolphins and porpoises), which use it for navigation,
communication and finding food and mates. In the dark marine environment,
other senses, particularly vision, have severe limitations. Cetaceans therefore
rely on their hearing as their primary sense.
Press Advertisements

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Animated Banners Leaflet cover
Leaflet inside pages

6. Pitch - Humpback Whale Campaign
INTRODUCTION
The second creative challenge for IFAW was to raise awareness of the threat
to Humpback whales from Japanese, Norwegian and Icelandic whalers.
Pages 9 - 12 contain the actual mailings GREEN went on to create.The pitch
also proposed bringing 15 individual humpbacks to life through the social
networking site, Facebook.
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SOLUTION
Joining a humpback whale group, each individual would be responsible for bringing the whale’s characters to life
over a nine-month period. In order to ensure the whale narratives reflected scientific reality, each of the ‘whale
owners’ would be briefed in detail on the natural behaviour of his/her whale and how to respond appropriately to
online queries/interactions.
An additional benefit of the development of an online interlinked network would be increased traffic to existing
IFAW online resources (such as YouTube and stopwhaling).
In order to maintain an element of coherence and maximise the benefits to IFAW, blogs will be hosted on a
microsite linked directly to the stopwhaling and IFAW sites. The impact and penetration of the project will be
maximised by the development of widgets (mini websites that can sit within the social networks and blogs as well
as the websites of IFAW's friends, colleagues and associates). These widgets will showcase existing and emerging
multimedia material held by IFAW and their associates and further engage the target audience through education
and interactivity.
As well as engaging both new and existing supporters, this innovative approach is likely to generate interest both
online and in the traditional media, and will position IFAW as being thought leaders in the use of online media for
campaigning activities.

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8. Pitch - Think Twice Campaign
BACKGROUND
Upon appointment, GREEN were invited to pitch for IFAW’sThinkTwice
Global Campaign. GREEN were asked to create a wildlife souvenir leaflet
that informs travellers not to purchase wildlife souvenirs from boutique
safari resorts.
The concept, expected to deliver and create an impact, needed to be
appropriate for general use without causing shock or negativity.The leaflet
will combine both the current land and sea safaris leaflets IFAW distribute.
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TARGET MARKET
The leaflet will target travellers who attend exclusive safaris that offers a personal service to the rich traveller.
There is a feeling particularly amongst the boutique safari resorts that they do not communicate the history of the
wildlife souvenirs they sell, particularly those where an animal has been deliberated killed.
Equally, the leaflet will be available in airport souvenir shops.

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SOLUTION
There is no labelling of wildlife souvenirs at most animal resorts. This increases the importance of these leaflets
and their communications objectives – e.g. an elephant has been killed to provide you with this hand bracelet.
Whilst, the leaflets are expected to raise awareness, greater emphasis needed to be made to the leaflets
accountability.
Travellers are encouraged to
report an offence where an animal
may have been deliberately killed,
make a donation or get involved in
the fight against wildlife cruelty.

10. Humpback Mailing – Stage One
BACKGROUND
To create a mailing for MPs asking them to adopt one of 18 humpback
whales that is threatened by Japanese whalers.
The mailing is designed to encourage MPs to put pressure on the Japanese
Government. By lobbying the Foreign Secretary, David Miliband the
communication aims to bring an end to Japan’s whaling programmes
against the endangered humpback whales and question the farcical nature
of ‘scientific’ whaling.
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TARGET MARKET
As the subject area required a considerable amount of political manoeuvring only MPs received the mailing.
Adoption Certificate

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SOLUTION
A 6pp roll fold mailing asking MPs to enter into a ‘relationship’ with a 64,000lb humpback.
Complete with a picture of their adoptive humpback, MPs were asked to attend a photo shoot at the Houses of
Parliament where they were presented with an official adoption certificate.
Reverse of Mailing Front of Mailing

12. Humpback Mailing - Stage two
BACKGROUND
In 1982 the InternationalWhaling Commission (IWC), whaling’s regulatory
body, adopted a moratorium on commercial whaling, which came into effect
in 1986. However, Japan has continued to hunt whales for commercial
purposes by exploiting a loophole in the IWC regulations which allows for
scientific whaling.
Iceland resumed “scientific” whaling in 2003 and overt commercial whaling
in October 2006, hunting endangered fin whales as well as minke whales, but
is currently not whaling at all. Norway continues to hunt whales commercially
under objection to the moratorium.
Since the moratorium came into effect, over 30,000 whales have been killed
mainly by Japan, Norway and Iceland, either via the loophole in the ban that
allows for scientific whaling or by these nations ignoring the ban. Japan has
been recruiting developing countries over the past decade, using fisheries aid in
exchange for pro-whaling votes at the InternationalWhaling Commission (IWC).
IFAW ‘adopt’ a humpback whale for scheme was extremely successful and
resulted in 250 letters being sent to the Foreign Secretary; it also generated
significant local press coverage through the IFAW photo shoot at Parliament.
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TARGET MARKET
After the success of the adoption scheme, IFAW were keen to keep MPs interested and active on the whaling issue.
In December 2007 Japan announced it would not press ahead with the planned whaling of 50 humpbacks until after
the next IWC meeting.
There is a danger that MPs and the public may think that now the humpbacks have been “saved” by the temporary
reprieve, they don’t need to be kept informed. We need to remind them that Japan is still targeting almost 1,000
other whales, and working all year round to recruit members to vote with them at IWC.

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SOLUTION
A world map showing how countries vote at IWC and which countries the MPs should target (5 countries selected by
IFAW). This mailing centred around - one person, influencing one minister, which can swing one vote, which could
lead you to saving the life of a humpback whale.
Other aims centred on keeping MPs active on the issue
of whaling. Keeping the pressure on the UK Government
to work year-round on whaling and to encourage MPs’ to
contact other IWC member countries or countries being
targeted for recruitment to the IWC asking them to vote
for whale conservation at the IWC meeting in June 2008.

14. TARGET MARKET
IFAW supporters,
members of the public
and MPs.
Seal Action Postcard
BACKGROUND
IFAW were keen to implement a ban on all imports of seal products to the
UK from Canada.The key message needed to focus on killing the fashion
industry profits not the harp seal population.
Canada’s harp seal hunt is unacceptably cruel, with regulation neither
respected nor enforced.The hunt is the largest marine mammal hunt in the
world and most of the profit from the hunt is made from selling the fur for
use in the fashion industry.These products are unnecessary and there are
many humane alternatives available.
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Above are three concepts GREEN put forward. The chosen route can be found on the following page.

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SOLUTION
An action card, asking for a complete ban on all seal product imports was created and either mailed to IFAW
members, handed out to members of the public at IFAW events or available at specific seal summits.
IFAW members and the general public were asked to sign and post the action card addressed to Mr. Gareth Thomas,
Parliamentary Under Secretary of State for Trade & Consumer Affairs.

16. EU Seal Advertisment
BACKGROUND
Although it is illegal to hunt newborn ‘whitecoat’ harp seal pups, Canada's
commercial seal hunt persists with unsustainable annual quotas of hundreds
of thousands of harp seals making it the largest marine mammal slaughter
anywhere in the world.
The scale of the hunt makes it impossible to properly monitor, which means
that the hunt results in unacceptable animal cruelty.
The level of the hunt risks seriously depleting the seal population. Research
shows that at current levels, the population could be reduced by as much as
70% over the next 15 years.This is of particular concern when combined with
the threat of climate change resulting in poor ice conditions, which is causing
higher natural mortality of seal pups.
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TARGET MARKET
Key decision-makers at EU level are Commissioners,
Administration, MEPs and Journalists. We want them
to understand that European people are against the seal
hunt and want to put an end to this cruel and
unsustainable practice.
Pressure is growing in Europe to end the import of seal
products, with Belgium in 2007 becoming the first
European Union Member State to ban the import and
trade in all seal products. The Netherlands followed
soon afterwards and other Member States such as
Germany, Austria and Italy are considering similar
legislation.
SOLUTION
A newspaper advertisement calling on the European
Commission to implement a ban on seal products and
endorsed by all European Animal Welfare NGOS (logos).
We wanted to influence the decision of the European
Commission to implement a ban on seal products before
Commissioner Dimas goes public with his proposal by
the start of the Canadian seal hunt.
Some can’t wait any longer for an EU ban on seal product imports.
In a few weeks, the largest marine mammal hunt in the world will start again, killing hundreds of thousands of defenceless
Harp seals. They will be slaughtered by having their heads smashed in with ‘Hack picks’. The lucky ones are killed right
away. But the scale of the butchery makes it impossible to estimate how many die a lingering and inhumane death alone on
the ice. It has to stop. Belgium and the Netherlands have already banned all Harp seal products. Germany, Austria and Italy
are considering similar legislation. Sadly it’s not enough. Only a total EU wide ban will send the right message to those who
seek to profit from the slaughter. Harp seals are already threatened by the effects of global warming. The least the
European Commission can do is ensure that this imminent unnatural disaster is lifted from above their heads.
PUT ME OUT OF MY MISERY

17. Seal Banners
BACKGROUND
A seal ban has been in place since the 1980’s that forbids trade in whitecoat
and blueback seal products (from young harp and hooded seals).
The Canadian government began directly subsidising the seal hunt, which
resulted in many more seals being killed.The hunt is now as big as ever and
sealers now target harp seals as they begin to lose their whitecoats (13 days
old or more).
Several countries have started taking action to ban the trade in all seal
products. Polling in Europe shows that Europeans are against Canada’s
commercial seal hunt and that a majority support a ban on the trade.
A decision to ban seal products throughout the EU which is currently being
discussed by commissioners, is expected in July.
A demonstration will show support for this ban and offers one last attempt
to ban seal product once and for all.There is a possibility that the
commission could decide to try and improve the commercial seal hunts
through increased regulation (or have a ban with conditions).This is
unacceptable.The only condition acceptable is Inuit hunts.
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TARGET MARKET
The demonstration is designed to target politicians and the media. Politicians may look for ways to do less work or
cause less trouble between the EU and sealing countries.
They may be looking for a compromise option. We want to ensure there is no compromise. There may also be coverage
in Canada. We want the Canadian government to see that Europeans want nothing to do with their commercial seal
hunt and that pressure to stop the hunt is mounting.
SOLUTION
A suite of seal banners using the same concept but translated into four different languages reflecting IFAW’s main
European offices; The UK, Germany, Belgium (Brussels), The Netherlands and France

18. Wild about Whales Children’s Factsheet
BACKGROUND
IFAW’s future depends on future support. Building a relationship with the
younger generation is crucial. IFAW had previously produced an eight page
fold out factsheet for children, offering them information on seals and
setting them tasks ranging from colouring in to dot-to-dots.
Creating an engaging factsheet about whales, the key objective was to bring
more colour to the creative and consider colours outside of IFAW’s colour pallet.
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TARGET MARKET
Younger IFAW supports and their families.

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SOLUTION
GREEN designed a far more engaging factsheet, improving the layout and introducing simpler pagination. The
factsheet retains a strong use of photography, a dot-to-dot, word-search and colouring-in exercises.

20. Ocean Noise Pollution Report
BACKGROUND
Over the last century, noise levels in the world’s oceans have increased as a
result of shipping, oil, gas and mineral exploration and extraction, military
sonar testing and recreational boating.There is a growing body of scientific
evidence showing that man-made ocean noise pollution poses a significant
and, at worst, lethal threat to whales and dolphins and other marine wildlife,
including fish.
IFAW has been lobbying for some years on the issue of ocean noise pollution
and has been successful in ensuring that a growing number of international
bodies have recognised man-made ocean noise as a pollutant that requires
further investigation and monitoring.
IFAW wants to see urgent action on ocean noise pollution and is embarking
on a co-ordinated international campaign.This new report on ocean noise
pollution is intended to become one of IFAW’s primary tools in this campaign
aimed at raising awareness about the need for international action on ocean
noise pollution.
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TARGET MARKET
The report primarily targets politicians (e.g. UK MPs), the media, scientists and the marine industry. The report is
intended to be a summary of the issue for the lay reader to motivate support for action on ocean noise pollution and
co-operation with IFAW.

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SOLUTION
Designed and printed a 44 page report complete with striking photography, DVD and support from some of the
world’s leading authorities on ocean noise pollution.
The UK version of the report came complete with a record ‘Sleeve’ to tie in with the concept ‘the industrial sounds
of the ocean’.

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