The Ever Given’s mishap wasn’t just about the ship that held up your latest online shopping delivery. This globally watched incident in the Suez Canal saw Woodrow stepping in immediately to navigate the media wave. Amid the memes, headlines and late-night comedy skits, we saw a chance to highlight the unseen heroes who keep our global trade system running: the seafarers. We urged the industry to transform this spotlight from a logistical
hiccup into a meaningful narrative about the people who ensure our shelves are stocked.
APPROACH
Instead of seeing this as a mere inconvenience for the transport industry, we framed it as a platform to spotlight the invaluable contribution of seafarers to the global economy.nOur strategy wasn’t just about answering the ‘what’ – we wanted to spotlight the ‘who’. We worked to integrate the compelling human stories of seafarers into the Ever Given’s wider narrative, giving a voice to those who are usually behind the scenes.
Instead of seeing this as a mere inconvenience for the transport industry, we framed it as a platform to spotlight the invaluable contribution of seafarers to the global economy.nOur strategy wasn’t just about answering the ‘what’ – we wanted to spotlight the ‘who’. We worked to integrate the compelling human stories of seafarers into the Ever Given’s wider narrative, giving a voice to those who are usually behind the scenes.
