The Born Free Foundation
For World Orca Day we turned digital posters into virtual tanks to highlight the shockingly small confines orcas can legally be kept in. These meagre tanks measure just 12m wide by 4m high; the size of a 48 sheet poster.
By texting a donation to the Born Free Foundation passers-by could ‘free’ the orcas in the posters. Each time a donation was made, a bespoke ‘Thank You’ message was displayed before the orca swam to freedom through other digital sites across the country.
We broadcast the posters on Facebook Live and recruited social influencers to tweet about it. As a result, we reached 1.5m people in a single day and increased Born Free’s orca adoptions by 500%.