RMS takes on Somali pirates with global campaign
Cheshire agency RMS is handling a "six-figure" global advertising, design, PR and social media campaign to highlight the plight of innocent merchant seafarers taken hostage by Somali pirates.
It was given the brief after presenting its proposals for a campaign called 'SaveOurSeafarers' to a board of more than 20 chief executives from the world's leading shipping organisations.
The advertising push, targeting business leaders and political leaders, launches today in global editions of The Wall Street Journal and the Financial Times.
Ruth Shearn, managing director of RMS, said: "It is crucial we do away with the romantic images people have about pirates. Johnny Depp’s portrayal of the charming Captain Jack Sparrow could not be further from the truth. In reality, pirates are violent, unscrupulous and immoral individuals who kidnap, torture and sometimes kill their captives, while demanding millions of dollars for their release.
“All our activity is geared towards two very specific objectives – to raise awareness of the human and economic cost of piracy, and to urge people to lobby their government to take action and change outdated maritime laws before more lives are lost and the problem escalates even further."
More than 800 seafarers are currently held captive by Somali pirates. Four American citizens were shot dead by pirates on 22 February.