Website Consultancy Services Case Study

The World Society for the Protection of Animals - Animals Matter To Me Campaign

About The Charity

The World Society for the Protection of Animals (WSPA) promotes the concept of animal welfare in regions of the world where there are few, if any, measures to protect animals.

About The Campaign

The World Society for the Protection of Animals (WSPA) planned to launch a campaign to petition the UN to introduce a Declaration of Animal Welfare, recognising the interdependence of animals and humans across the world.

The petition was to be primarily online, focused around a single microsite but supported and promoted by WSPA’s regional offices and more than 460 member societies. It needed to be provided in 6 languages and be accessible from the range of IT platforms in use across all regions of the world. The launch deadline was just 4 months away.

What CTT Did

CTT was asked to project manage the development of both the concept and delivery of the campaign. This included:

• Facilitating a brainstorm to develop the concept and requirements, resulting in the campaign name of ‘Animals Matter to Me’.
• Project initiation and Management documentation.
• Design and development of a petition microsite in six languages.
• Development of a marketing toolkit containing all materials needed by the 460+ member organisations, in six languages, available online and by CD.
• Ongoing marketing plan for the promotion and communication of the campaign.
• Testing, pre-launch and launch in time for the WSPA international conference in June 2006.

The Impact Of The Campaign

The ‘Animals Matter to Me’ campaign was launched on time to an international audience of Animal Welfare membership organisations. Since that time, these organisations have in turn promoted the campaign in 6 languages across 142 countries and collected more than 400,000 signatures in first 6 months.

• Delivery of a well designed and written e-campaigning microsite in 6 langauges.
• Promotion by 460+ member societies in 142 countries.
• Delivery of a marketing toolkit online and CD.
• Ongoing development of the site.
• Developing a campaigning relationship with supporters.
• 400,000 signatures collected in the first 6 months.

www.animalsmatter.org