The best of non-profit advertising and marketing for social causes

#CalgaryZoo releases the world’s first annual report on Instagram

#CalgaryZoo releases the world’s first annual report on Instagram

I can’t say an annual report is my favourite piece of communication to receive from the charities I support. I’d estimate that I typically give a quick glance-over to the lengthy “message from the CEO”, multiple photos of major donors accepting awards at events, and subsequent pages of tiny-type pie charts … At best.

Some organizations are trying to breathe new life into the traditional annual report format with mobile-optimization, Pinterest or by using infographics.

This week, the Calgary Zoo & Trigger Co. combined all these trends by taking to a popular mobile social network to release “the world’s first annual report on Instagram”!

Here’s an example of the @CalgaryZoo2012AR account. Each image is a report topic. For instance, financials, board members, etc.

Calgary Zoo releases the world’s first annual report on Instagram

Individual photos have explanatory text in the comments.
Calgary Zoo releases the world’s first annual report on Instagram

More annual report goodness after the jump …!

The web-version:

Calgary Zoo releases the world’s first annual report on Instagram

Gallery of topics

Calgary Zoo releases the world’s first annual report on Instagram

Introduction to the Board of Trustees (Flamingos!)

Calgary Zoo releases the world’s first annual report on Instagram

This is good example of an organization “going where the people already are” when adopting a new communications channel.

Trigger gives some background on the project:

The idea came from a creative insight that along with a zoo record of 1.457 million visitors in 2012, there came a record number of images on Instagram tagged #calgaryzoo. Our audience was using the channel – why shouldn’t we?

We presented the idea to our brave clients, and, despite being Instagram newcomers, they approved it within five minutes. They loved the paperless solution and remarked that this was “going to be fun.”

Instagram is a platform for mobile devices (sorry Blackberry, no Instagram app for you … yet!), but now that Instagram also has an associated web presence, the report can be accessed by visitors on PCs & laptops.

This isn’t the first time the Calgary Zoo has tried something creative with an annual report. Check out their “One page, one ink, one goal: Conversation” video from last year:

The purpose of an annual report is to inform, inspire and steward stakeholders, but trying something creative on a popular new platform generates additional benefits: Press coverage and buzz for the cause.

After the buzz for this project dies down, will Calgary Zoo continue to use Instagram? If it’s true that #calgaryzoo is a popular hashtag, maybe the zoo should consider being active on their official Instagram account.

 

Advertiser:
Calgary Zoo
Agency:
Trigger Co.
Additional credits:
Clients – Lindsey Galloway and Laurie Skene, Calgary Zoo
Creative Director – Todd Blevins
Art Directors – Shauna Luedtke, Brian Allen
Designers – Teresa Leung, James Barry, Jonathan Herman
Copywriter – Jordon Lawson
Account Services – Jenessa O’Brien, Jill Dewes, Brittany Dusseldorp, Breana Baker

Source:
IdeasThatTrigger.com

I am Director of Digital Philanthropy at Artez Interactive and not-for-profit veteran. Read more