Generating media interest for The World Atlas of Great Apes

How do you create international media interest with the launch of text book? This is the challenge UNEP - World Conservation Monitoring Centre set us.

Objective

To create an impact with a new report it is vital to create a compelling news hook.

The World Atlas of Great Apes was to be launched by UNEP-World Conservation Monitoring Centre ahead of an important convention. Although an interesting subject, the book was a collation of pre-existing information and contained nothing new. Holdsworth Associates was tasked with making the Atlas headline grabbing.

Strategy

We analysed the book and spoke to the contributors. Although the Atlas contained no new data or statistics, it was the first time this information had been brought together. So we created a single infographic to capture this and used anecdotes to provide the real-life stories behind the data.

London Zoo was approached to provide a launch venue and broadcast images and conservationists and gamekeepers were invited to speak to the media about the challenges they face.

Outcome

The launch received international and national coverage including the BBC Breakfast programme, the One O’Clock News, BBC Radio 4, BBC Newsround, The Times, The Guardian, The Financial Times and The Independent and scientific publications such as New Scientist and Nature and consumer magazines such as BBC Wildlife magazine.

Sales of the Atlas exceeded expectations. The Atlas was referenced throughout the following week as the Kinshasa Conference progressed and is now a key text within the media for great ape population and conservation data.

World Atlas of Great Apes

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