Joey's Story by Stephen Fry puts Looe-based charity Wild Futures in the running for top award
THE CHARITY behind the Looe Monkey Sanctuary is in the running for a national award.
Following the success of a video campaign launched by Wild Futures, which features TV personality Stephen Fry, the charity has been nominated for a digital media gong in the Third Sector Excellence awards.
Hayley Dann, from Wild Futures, said: "We are over the moon to be shortlisted for this prestigious award.
"The team worked extremely hard to get the campaign off the ground and the results were fantastic."
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Launched in July last year, the campaign centred around a three-minute video of Stephen Fry telling the story of a black-capped capuchin monkey called Joey.
Left without sunlight, the animal developed severe metabolic bone disease, a curved spine, hip dysplasia and a poorly formed jaw after being left in a cage for nine years.
The charity said the aim of the video was to increase awareness about its rescue and rehabilitation work and highlight why monkeys are not suitable as pets.
In the first 24 hours the film attracted more than 4,000 views, which led to extensive media coverage and a 20 per cent increase in the charity's 'adopt a monkey' scheme.
"Digital fundraising has formed a key part of our fundraising strategy and we believe this campaign put us on the map," Ms Dann said.
"Digital media is a great way for small charities like us to achieve awareness and ultimately expand our work.
"The increase in our 'adopt a monkey' income has meant that we have been able to rescue more monkeys in the past year and continue to provide a 'wild' home for life for our current 37 residents."
Alongside the video the charity also launched a specially designed application called Monkey Nutz as part of the campaign.
"Utilising games is a fun and engaging method for both pushing campaigns and educating new markets," explained Gavin Jones, from web design company Elixel that developed the app.
"Monkey Nuts was a great opportunity to introduce Wild Futures to a new audience," he added.
The charity will find out whether it has been successful at an awards ceremony being held in London on September 26.
To find out more about the campaign visit the website www.wildfutures.org