Saving species.

The issue is grave: 50 percent of all species will be extinct by 2100. That’s where Photo Ark comes in. The project intends to raise awareness for every species , by photographing them against black and white backgrounds, before it’s too late. But not enough people know about the project, and not enough people know just how dire the extinction situation is. Not enough people know they can help. And that’s where we come in.

Through postage stamps, trading cards, traditional print ads and an updated web-site, we will create a more modern Photo Ark that is ready to take on thousands of more supporters. The adverstiments will get fans and supporters to the website, where donating to the project is easy. Joel’s photographs are powerful and will grab people’s attention. The call to action is missing, though. Until now.

Campaign Overview

Brand promise: Saving species, one by one.Brand Personality: Fresh, ecologicalSWOTStrengths: Joel already has a substantial fan base and is well-known around the conservation and pho-tography profession. Weaknesses: Photo Ark isn’t well known by the general public. Does one just look at the pictures and think “oh wow, that’s cool!” or should a person donate money to the project? What does this money go toward? There’s no call to action. The graveness of the extinction issues (the driving backbone for the project) has to be made more apparent as well as the call to action. How can people help? Opportunities: Joel has a large audience with not only his fan base, but through zoos and their audi-ence. This project has been going on for over nine years so it’s stable and obviously there is document-ed proof in his photographs that the projects works. Threats: The enormity of this project and the possibility it won’t be completed in Joel’s lifetime.

Demographics for Joel’s Facebook page:Fans: 52,37843% Female56% Male Age distribution Female -- Male1% 13-17 3%9% 18-24 16%11% 25-34 17%9% 35-44 9%7% 45-54 6%4% 55-64 3%2% 65+ 2%

The typical fan is an 18-34 male. The most effective fan, though, are women ages 25-54. They engage the most on the Facebook page. This means they share the photos or comment on them more than the average male fan. Women aged 25-34 are reached the most through these shares.

Creative Brief

Our proposition is:Let people know how they can help Joel and Photo Ark save animals. Would a money donation work best? Where would that money go toward? How can I spread the word? What animals are most at risk? What animals are you photographing next? Update the website with this critical information so people will be more willing to donate. Also keep the website updated with recent photos and news on species Joel has photographed. Be the middle man that connects the public to cute, beautiful, massive, etc. animals and that grips their emotions enough they’ll grab their wallet to donate. Photo Ark needs to be known outside Joel’s fan base and the photography and conservation commu-nity. We’ll use print ads and a television ad to spread the word traditionally. In a more modern adver-tising approach, we’ll design collectible trading cards on species and postage stamps.

This will work because: People constantly message Joel with notes thanking him for doing what he does for animals. They are blown away by his photographs and would respond positively to a call to action.

Tonality: Hopeful yet serious. Encouraging. Beautiful. Inspirational.

Big Idea: Overall we want people to become more aware of the project and to realize they can help. Obviously we will use Joel’s photographs for the advertising. There are two different groups we are targeting. One group consists of long-time fans and photography and conservation professionals. This group only needs to know how they can help. The other group is unaware the Photo Ark’s worth. The group needs informed on the severity of the situation before they get told how they can help. Joel’s photo-graphs speak for themselves to the beauty of the animals, there just needs to be a call to action.

Campaign theme: Help Photo Ark save species. One by One.

Saving species. One by one.

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Saving species. One by one.

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Saving species. One by one.

Photographed in 2010 at Tampa’s Lowry Park Zoo.Species name: Puma concolor coryiTerritory: Canada, through the US to the southern tip of Chile

Collect them all before they’re gone. Forever.

LucyFlorida Panther

Least concern Near threatened Vulnerable Endangered Critically Endangered Extinct in the wild Extinct

www.photoark.comSaving species. One by one.

The half-day-old hatchling was photographed in 2011 in the wild on Bioko Island. Species name: Dermochelys coriaceaTerritory: Northwest Atlantic Ocean, Southeast Atlantic Ocean, Southwest Atlantic Ocean, Northeast Indian Ocean, Southwest Indian Ocean, East Pacific Ocean, and West Pacific Ocean

Leatherback turtle

Least concern Near threatened Vulnerable Endangered Critically Endangered Extinct in the wild Extinct

www.photoark.comSaving species. One by one.

The 6-week-old was photographed in 2011 at the Cincinnati Zoo.Species name: Gorilla gorilla gorillaTerritory: Africa

GladysWestern lowland gorilla

Least concern Near threatened Vulnerable Endangered Critically Endangered Extinct in the wild Extinct

www.photoark.comSaving species. One by one.

Collateral

Multimedia

The general look of the website is great as is. This window that showcases the Florida Grasshopper Sparrow needs to be updated weekly with a new featured species or the latest news on the project.

Here’s an edited layout of the top of the page. The call to action needs to be at the top of the page, not at the bottom where it’s likely to not be seen. It needs to share the page with this large window. The window needs to take up 2/3 of the page and the call to action/donate button needs to take up 1/3 page.

Donate

Photo Ark is going postal.Come mail away.

Gorilla marketingLiterally

One by one.