Comments on: The case of the vanishing caribou: Is awareness-raising a good goal?

By: flp

flp — Wed, 07 Oct 2009 15:48:45 +0000

It’s no fun feeling like you were tricked, BUT this kind of campaign is necessary and valid for highlighting something so important that isn’t getting any attention. I would much rather see this kind of clever teaser being used to jolt people out of their lethargy than the caribou quietly dying with no one any the wiser (or caring at all), which is what’s happening at the moment.

By: Joe Boughner

Joe Boughner — Wed, 07 Oct 2009 15:39:17 +0000

Thanks for stopping by and taking the time to comment, Robert.

The point I was trying to make is that SMG and the ENGOs in the campaign got our attention but the discussion wasn’t about the underlying issue of habitat destruction in the boreal it was about the campaign tactics. I raised the concern (shared by others it seems) that a vitally important cause was being overshadowed by the tactics used to promote it.

As for the crack about stepping away from our computers, I’ll thank you not to make assumptions about this blog or the people who read it. The condescending tone aside, you’ll recognize that the very campaign you are defending depended upon people like us getting involved.

Furthermore, I have worked for an organization dedicated to Boreal protection (using a comptuer to boot) and my wife and I have taken several steps to limit the amount of first generation paper we use. I introduced a policy at my current workplace to use FSC-certified stock for our letterhead and business cards.

The discussion here wasn’t about whether or not companies are destroying important animal habitat; it was about the tactics used in the campaign. You think it was a good approach, I disagree. That’s fine. But please leave the cheap shots and assumptions out of it.

By: Robert Johnston

Robert Johnston — Wed, 07 Oct 2009 15:25:50 +0000

People. You all need to relax. An endangered species is going extinct because logging companies are liquidating their habitat to make newsprint, copy paper and 2 by 4s. Consumers of these products all over North America need to pay attention and get informed AND then get engaged by lobbying governments and companies to protect woodland caribou. How about stepping away from your computers and doing some real world activism. Name a company anywhere who does not use the media to promote their product and does so often in less than truthful ways. Does it work – YES. In this case SMG and environmental organizations like Greenpeace and ForestEthics have used some trickery to tell you all a very important thing. It got your attention and broke through the racket of companies trying to sell you destructive and useless products. Sounds like it worked. So Kudos to SMG and the greenies for doing something smart and fun.

By: Kelly Rusk

Kelly Rusk — Mon, 05 Oct 2009 21:01:35 +0000

I admit, I felt a little duped! Although my first thought was “who cares about the quarter, the freakin’ animal is endangered, that’s much more important!”

So I guess there was a bit of relief, but as a campaign tactic, I’m not really fancy on it. However, being for a good cause it’s probably a lot more forgivable than if a private for-profit company did the same thing.

I also wonder, did the Mint know about this/authorize it? Because I do felt the initial message reflected badly on them… I wouldn’t be surprised if anyone contacted them about it…

By: maggiefox | Social Media Group

maggiefox | Social Media Group — Mon, 05 Oct 2009 18:57:38 +0000

@Joe – we’ve only just begun, and our measurements will be across the entire campaign. Our goal in this first portion was to be provocative about the tactics, (what does it take to get peoples’ attention? what will move you to act?) with the second portion of the campaign about raising awareness amongst a broader audience.

So I’d humbly disagree – I think we’re achieving exactly what we’d hoped to!