Doing Good, One Video at a Time

 

 

Each day I come across stories of customers doing really interesting, if not superbly cutting-edge, things with live and on-demand video in their marketing and business communications. Some of these applications involve missions of great importance, such as ensuring the protection of animals.  I use this specific example because our customer, The Humane Society of the United States, was just named a finalist in the annual Interactive Advertising Bureau - or IAB - MIXX (Marketing and Interactive Excellence) Awards. This prestigious international competition honors campaign innovation, strategy, creative execution and ROI.

 

A finalist in the non-profit category, the nominated HSUS campaign aims to create awareness of the brutal realities of the Canadian seal hunt that took place in the Gulf of St. Lawrence earlier this year. To capture the video, HSUS’ senior video producer Frank Loftus and his group flew by helicopter to the Canadian ice floes, and then boarded an 18-foot Zodiac to film the seal hunt.  During the video capture, HSUS had media standing by to gain access to the video.  As Loftus traveled back by helicopter, he quickly produced the video on his laptop, accessed FeedRoom Studio via air card, and was able to upload and publish the files to their Website very quickly. By the time the crew landed, the media was downloading broadcast video, and high-resolution images for the world to see. 

 

Rebecca Aldworth, HSUS ‘Protect Seals’ Director (Photo by Frank Loftus)

 

As a result of HSUS’ work, the boycott of Canadian seafood has grown to include some 600,000 individuals and more than 5,000 food-related businesses. It has cost Canadian fisheries $750 million (CAD) in lost snow crab exports to the U.S. since it began in 2005. Public awareness also played a role in a recent vote by the European Union to ban seal product trade, including the import of pelts.

 

Compelling video footage that is shared across multiple distribution channels is an extremely useful way to foster a critical message and affect change.  Congratulations to Frank Loftus and the entire HSUS team on their outstanding work with this campaign.  Winners of the annual IAB MIXX Awards will be announced in New York City on September 22.  Best of luck to them!  -Lisa C.

 

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