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Ifra XMA Cross Media Awards Projects |
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Company: Agora SA |
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Project name: Campaign: Let's save Rospuda |
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General information about the publication |
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Gazeta Wyborcza is the best read national daily newspaper in Poland. It has 6 million readers weekly.
Circulation: 474 thousand copies.
Gazeta is published by a multimedia group Agora. It publishes also a free daily Metro, 10+ magazines, runs a leading internet portal Gazeta.pl, radio stations and outdoor advertising business. |
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Project description |
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Gazeta launched a nation wide campaign to protect Rospuda, one of the wildest valleys and rivers in Poland. Very rare species live there like wolves, lynxes, eagles, orchids. They all were sentenced to death as the government decided to break the European Union laws and build there a new highway. |
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The basic idea of our project |
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Firstly, we really wanted to save the valley. Secondly, we wanted to strengthen our brand among young readers interested in ecology.
We created a community of supporters of Rospuda, served them as a communication medium in print and online, motivated activists and organisations to join, lead them to protest personally in letters to the President of Poland, march on streets around a country and set up a camp in the valley. |
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Used Media Channels |
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The Implementation |
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Campaign was lead by nature reporter Adam Wajrak who works at national desk and managed by a team of special projects editors working at Gazeta and Gazeta.pl.
We launched and run the campaign in multimedia from start: on front and inside pages of Gazeta, on dedicated website, on reporter's blog, in our radio stations and mobile services. Thanks to PR the campaign was joined by other media outlets including TV.
We used readers' generated content: we proved the beauty of Rospuda thanks to readers' photos and personal stories from holidays spent there, we published their accounts not only in the main paper, but also in a special supplement circulated among youngsters.
We let readers to join the campaign personally: they could sign a letter to the President asking him to save the valley (on printed and online form), launch blogs on our portal.
We created a multimedia icon of the campaign: green ribbons were inserted to the paper and available online to download and put on readers' websites and blogs.
We organised live events: seminars about Rospuda, meetings with our nature reporter, information centre at the rock music festival. We also supported and reported events organised by readers themselves: marches on the streets, happenings at state buildings.
To inform people about marches we applied viral marketing techniques - we sent text messages on mobiles that were forwarded to others, and others...
When protesters set up a camp in Rospuda and spent there weeks despite heavy winter, our nature reporter was living there, writing an internet blog full of photos, videos and podcasts. |
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Image(s) |
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Links |
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http://adamwajrak.blox.pl/html
http://www.gazetawyborcza.pl/0,79163.html
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Project results |
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160 thousand readers signed a protest letter to the President (10 thousand used printed form, 150 thousand signed online).
More than 20 marches were organised in major cities of Poland to support the campaign.
Hundred thousands of people wore green ribbons to show their support.
100 activists spent six weeks in a camp set up in the Rospuda valley.
European Commission sued the Polish government to the EU court and blocked destroying the valley. |
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