Overview
The Maui dolphin is the world’s smallest dolphin with the world’s smallest population – only 55 remain. To help WWF raise awareness and put pressure on the government to take action, Geometry Global New Zealand and Ogilvy & Mather New Zealand created an online campaign which reduced Facebook user’s friends lists to just 55. As people saw their friends dwindle, they were encouraged to sign a petition and share #thelast55 through social media.