“Club sandwiches, not seals,” the t-shirts proclaim, and celebrities sundry as Paul McCartney, Carmen Electra, and Nigel Barker echo the sentiment.
Each has spoken up in support of the Humane Society of the United States’ (HSUS) efforts to end the commercial killing of baby seals for their fur by fishermen on Canada’s east coast.
This week, the HSUS “Protect Seals” online video campaign won the coveted Interactive Advertising Bureau’s 2009 MIXX (Marketing and Interactive Excellence) silver award, evaluated on 17 critical components of interactive marketing, including strategy, creative and execution.
“Compelling video footage that is shared across multiple distribution channels is a proven way to foster critical messages and effect change,” said Mark Portu, President and CEO of The FeedRoom, The HSUS’s media management company, in press release.
The HSUS was able to capture footage of seal slaughter at the Canadian ice floes and, traveling back by helicopter, produce and upload the video to The HSUS Website within minutes. By the time the crew landed, the media was sharing broadcast video and high-resolution images with the world.
According to Portu, “This recognition of The HSUS is illustrative of forward-thinking organizations who have embraced online video and rich media to improve the reach and velocity of communications to internal and external audiences.”
For more information on the HSUS and Protect Seals campaign, visit HSUS.org/protectseals.html.