Care for the Wild International campaign to save the Hector’s and Maui’s dolphins

Hector’s dolphins and their North Island cousins, Maui’s dolphins, are acutely endangered and live only in New Zealand, where they spend most of their time close to shore. Their numbers have been decimated since the introduction of nylon filament gill nets in which they can become entangled.

Starting in 2008, FRESCO worked with Adroite Communications and Public Relations to assist Care for the Wild International in promoting the plight of these dolphins to the public and try to get the New Zealand government to take a more responsible approach to the species preservation.

A partial victory was scored in 2008 as new fishing restrictions were introduced by the New Zealand government, however Care for the Wild International claim these don’t go far enough in providing certainty for highly endangered species.

The 2008 campaign used press advertising, posters, grassroots support techniques, and social media strategies aimed at driving supporters to the Care for the Wild International website. Adroite operated a multi-level public relations and lobbying programme.

In 2009 the campaign efforts were refreshed as a new government confronted the issue. This time FRESCO added a special campaign element, operating in FRESCO’s Issues.co.nz website under the web address of www.hectorsmauis.com. In addition, much more extensive social media techniques were employed.

While this campaign remains ‘work-in-progress’ as the survival of these very rare dolphin remains uncertain, FRESCO and Adroite are continuing to assist Care for the Wild International in its efforts to ensure that the public are aware of the campaign and its supporting scientific evidence, and that the New Zealand government understands that the issue should be taken seriously.

If you’d like to know more about how we can help you, please contact us anytime.