This campaign won Best PR Project in the BIAZA awards 2007.
Over the last three years, scientists at the Zoological Society of London have been developing a new method of assessing which species should be prioritised for conservation attention by combining how Evolutionarily Distinct and Globally Endangered (EDGE) the species are.
This gives an EDGE value and identifies the “Mona Lisa’s of the animal kingdom” – species that are completely irreplaceable if lost. This assessment was then used as the basis for the EDGE programme, a ZSL conservation programme that will work to conserve the top EDGE species and has a sophisticated and comprehensive website (zsl.org/edge) to act as a public interface.
The EDGE programme was launched on the January 16, 2007 to both a national and international audience, with coverage in magazine, newspaper, web, radio and television media.
The Equivalent Advertising Value for national press coverage on the launch day was over £443,000 and the website received over one million hits on that day alone.
Although it was not possible to quantify the coverage overseas, there were over two hundred online articles and the launch featured in the media of more than thirty different countries.
Coverage continued over the following weeks and months, recently peaking with a full-page article in National Geographic magazine, which has an estimated readership of more than 50 million people.
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