The International Fund For Animal Welfare: How A Single Advertisement Saved 500,000 Lives

Campaign to prevent slaughter of seals off Canadian coast who were incorrectly been blamed for cod shortage. Lobbying was ineffective and time available was limited to prevent the cull.. Campaign seemed to be only way to create pressure, decision made to avoid shock tactics. Newspapers used, campaign created wide interest and created press interest in support. Government made a U-turn calling off cull within 48 hours of ad's publication. Media spend of only £30,000 created huge press coverage.