The Canary Project
Creating Buzz
A Blog Strategy for the Canary Project
The Canary Project is a nonprofit initiative by photographer Susannah Sayler and a team of researchers, writers and designers whose mission was to photograph landscapes around the world that exhibit dramatic transformations due to global warming, and to use these photos on the blog to depict the effects that climate change has on the Earth.
The objective of our campaign was to bring The Canary Project, its Web site (Canary-Project.org), and its exhibit at the Denver Museum of Contemporary Art to the attention of as many people as possible. MS&L BlogWorks, the agency’s blogging practice, did this pro bono work through an online word-of-mouth campaign that focused exclusively on blogs. The team pitched to blogs devoted to nonprofit initiatives, environmental news, and photography.
Sixty-seven blogs picked up the story, and according to the Canary Project, during the first week of outreach, traffic at canary-project.org increased 24,900%. We believe the online media impressions created by this campaign numbered 2-3 million.