Background:
Don’t Panic London teamed up with Four Paws to launch a microsite asking “How much can you bear”, which tests the endurance of viewers and urges them to take action against bear bile farms by signing the petition. Take the test: http://endurancetest.four-paws.org
Objective:
The website, video and images were seeded online to secure coverage, raise awareness and drive petition signatures.
Strategy:
Outreach was undertaken to various websites and blogs, including those with a focus on Animals and Veganism to encourage posting and social sharing.
Results:
- 15 pieces of coverage secured reaching 11m monthly unique visitors
- Coverage secured on a number of popular sites, including Vegan Life and Vegan Food and Living
- 21 Tweets to over 265k followers
- 18 Facebook shares to over 1m followers
Coverage Highlights:
Vegan Food & Living Smash Vegan Life