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Ogilvy PR Brussels honored with a European Excellence Award 2011 for WWF campaign: “All to Nagoya”

Brussels, December 12, 2011 – Ogilvy Public Relations Brussels has been awarded the European Excellence Award for the Best Public Affairs campaign with the campaign called “All To Nagoya”. The campaign was developed for WWF Belgium.

The 2011 edition of the European Excellence Awards ceremony was held in Amsterdam, The Netherlands, on 8 December 2011. More than 1,300 entries were submitted in 57 categories and competed to be honoured in a wide range of corporate communications and public relations categories.

About the campaign

In October 2010, the 10th International Conference of the Convention for Biological Diversity was held in Nagoya (Japan). Belgium, holding the presidency of the EU, represented by Flemish minister for Environment, Joke Schauvliege, was to play an important role during the summit. WWF Belgium wanted Belgian/EU politicians to negotiate an ambitious agreement on biodiversity, but both the topic (biodiversity) and location (Japan) were far from Belgians. The Minister needed to feel citizens’ support for the cause, so Ogilvy took everybody along to Japan, symbolically, with an on- and offline campaign - the ideal combination to put political pressure.

The first ever online petition in the form of a virtual aeroplane was born. People could upload their name and photo to book a seat on the incredibly long “virtual” plane to Nagoya. Using digital outreach we involved bloggers and politicians, and Facebook and Twitter were used to spread the petition virally. Results of the online petition were handed over to the Minister just before her departure to Nagoya, in the form of a boarding pass with the number of people joining her symbolically. We also printed a 16m (w) x 2 m(h) off-line banner with the Facebook profile photos of petition signatories.

In total, 1,114,189 people were reached and 7,055 Belgians. The campaign helped to raise awareness and strengthen the Minister's negotiation position, and was therefore well accepted. WWF's position was reinforced among politicians, members and supporters.

About WWF Belgium

WWF is one of the largest and most respected independent international organisations fighting for the conversation of nature. With a network of more than 90 offices in more than 40 countries, WWF acts locally as well as globally and coordinates projects in more than 100 countries. WWF has for mission to stop degradation of our natural environment and to build a future where human will live in harmony with nature. Therefore, WWF works with partners to save biodiversity and reduce the impact of human activity on natural habitats. Biodiversity is at the heart of WWF’s work.

About Ogilvy Public Relations Worldwide

Ogilvy Public Relations Worldwide (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 70 markets. Named Large Agency of the Year by The Holmes Report and PRNews, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 30th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360˚ digital influence, corporate, technology and entertainment practices. Ogilvy PR is part of the WPP plc, one of the world’s largest communications services organizations (NASDAQ: WPPGY, For more information, visit our Web site at In Brussels, Belgium, Ogilvy PR is a division of the wider Ogilvy Group, including Advertising, One-to-One and Interactive communications.

About the European Excellence Awards

The European Excellence Awards honour outstanding performance in a wide range of categories. With in-depth categories which cover everything from internal communications to public relations, as well as a wide range of industries from all across Europe, the awards explore the full range of the profession, and provide a comprehensive look at the most exceptional examples of communication in Europe. The European Excellence Awards are hosted by Communication Director, the magazine for corporate communications and public relations in Europe.

Contacts for the press:
Barbara Malengreaux +32 2 545 65 48
Alexia Baum +32 2 545 66 03