This consisted of a series of handmade posters, made of nothing but birdseeds and nontoxic glue, which were displayed in various prime footfall locations. Taking advantage of the public curiosity generated, a guerrilla tactic was used where the message and images of the posters were recreated using stencils and seeds and quickly spread on the ground. The placing of the artwork created quite a buzz and passers-by stopped to chat and photograph the process while posting to social networking sites.
Once completed, flocks of birds would swoop down to pick at the seeds before the wind swept the last of the message away, perfectly illustrating how World of Birds needs food to sustain life.
Now that social media and Capetonians were involved, the agency called journalists from influential media and sent them the social media links while reminding them about the good work done by the shelter. Media visits were organised, interviews arranged, competitions coordinated and visuals of the park circulated.
Free coverage was generated with a PR value of R632 000, which makes the total return on investment for the Feed The Birds campaign, 1:63.
"This is a perfect example of how good ideas need to be involving and work through PR and advertising. We are thrilled with the support from the community and media. The client appreciates every word," says Andrea Desfarges, PR director of Fishgate Advertising.
