12 weeks of advertising in the European Voice

paperCredit photo: Fuel design

One of the reasons for the success of this campaign is the outstanding way in which classical advocacy of the EU institutions was supplemented and strengthened by innovative and highly effective political communications in the public eye (through advertising, PR activities and online campaigning) which ensured that the advocacy gains were sustained to the end. This was epitomised by the Europen Voice advertisement (one in a series of 12 conceived and executed every week immediately before publication to respond to the immediate needs of the campaign) which urged “Do the Right Thing, Mr. President” at a crucial moment when it looked as if the Commission might capitulate on its hitherto strongly supportive stance.

There was a new problem to address every Thursday, twelve thursdays in a row, making it one of the more noticed campaigns in the paper’s history. And while our teams in Canada were on the ice floats to witness the massacre of thousands of seals, they provided us with immediate, strong imagery to match our subtle words.

Thursday 19th February 2009

20090219  Ban the Cruel Seal Trade_01

Thursday 26th February

20090226 Doomed to Die_01

Thursday 05th March

20090305 A Bloody Fate_01

Thursday 12th March

20090312 The EU can save me_01

Thursday 19th March

20090319  Ban the Cruel Seal Trade_01

Thursday 26th March – Our teams in Canada send daily pictures of the seal hunt. This photo was taken mere days before publication.

20090326 End the slaughter_01

Thursday 2nd April

20090402 Do the right thing, Mr. President_01

Thursday 09th April

20090409 Life after the slaughter_01

Thursday 16th April – see our national ads at that time, too!

20090416The EU can stop this_01

Thursday, 23rd April20090423 Dont give in_01

Thursday 30th April 2009 – It’s the week before the vote, last chance to talk directly to MEPs!

20090430 MEPs Make history_01

Thursday, 7th May 2009 – The text has been adopted, the seal trade is banned in the EU. There is only one thing to say that day…

20090507 Thank you_01

Credit photo: Fuel design


Advertising in national newspapers

Member States had a major role to play, and never could we have left them without direct communication.

Therefore, two series of ads were produced and placed in…

France – Le Figaro


France 2_01

Spain – El Pais


Spain 2_01

Ireland – The Irish Independent


Germany: Frankfurter Allgemeine Zeitung


Italy: La Reppublicca










Seal Report in the Parliament Magazine

When the trade in seal product ban started to gain momentum, we proposed to Parliament Magazine to publish an opinion piece from Rebecca Aldworth, the Director of Humane Society International Canada.

They eventually ran a full report, with articles from every player in the arena, from IMCO Rapporteur Diana Wallis to Canadian and NGO representatives.

Read the Seals Report in the Parliament Magazine 16/02 edition.

Advertising in the Parliament Magazine

The advertising campaign started in the Parliament Magazine with the first installment of a series of ads with strong visual impact and focused messaging.

(click on image to see full size)