Vote Bu Tinah!

Weber Shandwick MENAT & Environment Agency - Abu Dhabi (EAD)

The Environment Agency – Abu Dhabi’s (EAD) tiny island of Bu Tinah was up against serious contenders for the ‘New7Wonders’ of Nature (N7W) competition, including the Grand Canyon, Great Barrier Reef, and Galapagos Islands. Bu Tinah, at the time barely known to the local population, was a unique entry – the only location out of the 447 sites not open to the public.

Unknown in our community, we stood no chance – how could Bu Tinah register on the radar compared to globally-recognised natural landmarks? Our strategy was to promote Bu Tinah as the contest ‘underdog’ and raise a groundswell of support for both its entry, and our natural heritage.

The campaign created a grassroots movement, building on the national pride that this tiny island represented. 94% of people surveyed post campaign said it educated them about the environment, and the island made it to the Top 14 shortlist!