The Release of Peter Greste
In late 2013, Al Jazeera English (AJE) journalist Peter Greste and his two colleagues were arrested by Egyptian authorities, charged with consorting with the banned Muslim Brotherhood. All were found guilty and sentenced to prison. The conviction was internationally condemned and public outcry was massive, but as days, weeks and month passed, support for Peter and his colleagues did not appear to be leading to any real action.
Thankfully, in early 2015, Peter was finally released and returned home to his relieved family in Australia. During Peter’s 400 days of incarceration, Ogilvy PR actioned three main objectives to ensure Peter and his colleagues would not be forgotten, using media, the public, and politicians to fight for their release
By placing the Greste family at the centre of our strategy over the 400 days of Peter’s captivity, using the right media engagement strategy and connecting the family with key political figures, we achieved the goal of ensuring Peter’s case was not forgotten. His release was celebrated in a two-day program we organized in Canberra including a private event with the PM & politicians, the address to the National Press Club and Peter and his family attending Parliamentary Question Time.