Creating Buzz for the "Canary Project"

The Canary Project is an effort by photographer Susannah Sayler and a team of researchers, writers, and designers to gather images of global warming and display those images in ways that bring them to the attention of the widest possible audience.

The objective of the campaign was to bring to the attention of as many people as possible The Canary Project, its web site, canary-project.org, and its exhibit at the Denver Museum of Contemporary Art. We began this project on 7/10/06.

To accomplish the objective, we assembled a number of images of the project's work and hosted them at an easily accessed online gallery. With this, press materials about the exhibit and a statement of the Canary Project's mission, we went out to 54 targeted blogs. These blogs were of the environmental, news, art/photography, mom/dad and miscellaneous categories.

Seven influential blogs picked up the story, including Boing Boing, yielding over 1.5 million impressions. The story spread to 60 other blogs for a total of 67. According to the Canary Project, during the first week of outreach, traffic at canary-project.org increased 24,900%.

Credit Information
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Client: Ed Morris / The Canary Project
Agency: Hass MS&L
Budget: Pro-bono
Date of Campaign: July 2006
Case Study URL: http://www.canary-project.org