Worth More Alive for Friends of Conservation
Four set out to raise awareness and funds for Exodus’ Responsible Tourism Project: ‘Worth More Alive III’- tiger conservation and community action in Bandhavgarh National Park India.
We launched a three month, three-strand campaign to support award-winning photographer and guide Paul Goldstein’s charity challenge - "One Event, One Summit, Two Marathons" by:
- Targeting local London with images to encourage sales for a talk on Tigers at the Royal Geographic Society
- Inviting journalists to join Paul's climb of Mt. Kilimanjaro and develop new angles i.e. April Fool’s spoof, to make it more interesting
- Launching a social media initiative to raise funds during the marathons - ‘One Pound per Tiger Found’
- Joining Paul on his climb of Kili in 2012 and his marathon run in 2011
"Worth More Alive III" raised £46,456 in funds, with 580 people at the RGS event, 57+ pieces of coverage, and two press trip features. There was a double-page spread in five editions of the Metro on launch day and a BBC interview that increased donations via facebook and twitter. Spikes in web traffic and facebook fan engagement were up 20% and £18,000 in funds were raised via PPC searches on Paul Goldstein’s name.