Independent Newspaper Group partnered with us by providing a page of editorial from the previous week’s newspaper.We eliminated 96% of the type and in the 4% remaining, we wrote and set our message to resemble newspaper editorial. The client agreed to refrain from running a logo to add the intrigue.

A week prior to the start of the Save Our Seabirds festival we ran the full-page advert on page 7 of a leading regional newspaper "The Independent on Saturday" of which the readership is 280,000 people.The SOS festival had its highest ever attendance. Awareness of the plight of the African penguin increased significantly due to the advertisement and the PR coverage it generated. Most importantly many volunteers were signed up to actively participate in the African Penguin conservation.