Sea Shepherd Communicating Operation Relentless

By Ariane Petschow and Marcel Weigel For the course „Environmental Communication“ at Södertörns Högskola

Who is Sea Shepherd?

• Sea Shepherd Conservation Society (SSCS) is an international nonprofit organization for protection of the maritime wildlife, founded in 1977

• Mission: Ecosystem saving, stopping sea animal slaughter

• Extreme actions legitimized by the UN World Charter for Nature

Operations’ overview Emphases: • Bluefin Tuna • Dolphins • Reefs • Sea Lions • Seals • Sharks • Whales • Gulf Rescue Oil Spill • Galapagos

About 23 campaigns all over the world

Captain Paul Watson

• Educated by Canadian coast guards, studies of communication and linguistics, 1990-1994 professor of ecology at the Art Center College of Design (University of Pasadena)

• One of Greenpeace’ first action members

• Founder of SSCS

• He fights aggressively for sea animals at the hazard of his life, but also with the principle of not harming living beings

Positive coverage Paul Watson: • “50 people who could save the planet" (The

Guardian) • Hero of the 20th century (Time Magazine) • One of the 10 most important Eco warriors /

defenders of the earth (The Independent) • Most resolute and effective protector of sea

animals (Farley Mowat – Canadian author) Sea Shepherd in general: • Song “Hunters will be hunted” by Heaven Shall

Burn as support for Sea Shepherd • Song “This Fight is far from over” by ZSK –

combined with call for donations

Counter communication

• Several warrants of arrest, mostly by Japanese alliance

Mediated picture of illegal piracy (SSCS = Somalia pirates?)

• Several trials:

Convictions (e.g. Norway)

Acquittal (e.g. Canada)

Counter communication

"When you ram ships, hurl glass containers of acid, drag metal-reinforced ropes in the water to damage propellers and rudders, launch smoke bombs and flares with hooks; and point high-powered lasers at other ships, you are, without a doubt, a pirate" (chief judge Alex Kozinski, US court 2013)

Who is behaving like a pirate?

http://www.youtube.com/watch?v=xPZQccmUVTc

Video “Operation Relentless”

• Aim: direct addressing of media activists, donors, (potential) environmental activists

• Utilization of Youtube’s power • Network effects: people share it in social media, at

concerts, etc. • Message also mediated in everyday media e.g. spectacular pictures spread in TV news

• Dramatization with pictures, information, music,

editing, insights

Operation Relentless

• Current whale defence campaign against Japanese whaling fleet (10th year of action)

• Capital: whole fleet, helicopter, 6 speed boats, more than 100 international voluntary crew members

• Blocking / crossing whale hunter ships and provoking accidents

• According to SSCS: 4500 whales saved yet

New media

branding

Moving images

“ancient” media

Discussion

• Why did Sea Shepherd choose the shown video content instead of lovely whale families?

• Is Sea Shepherd’s PR comparable to huge companies?

• Does the cross-media strategy of Sea Shepherd work?

• Should Sea Shepherd be considered as a brand or lifestyle (product)?