Juniper Media
Company: Juniper Media
Company Description: Juniper Media produces technology media that helps IT buyers make better IT purchase decisions. Juniper's technology focus, global reach, original research, editorial content, syndicated coverage, web site portfolio, trusted brands and information delivery network make the company the best in the world at delivering technology education, research and analysis to business executives and IT leaders.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Global Issues
Nomination Title: Las Palmas Rain Forest Preservation Campaign
1. Tell the story about this nominated campaign since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
In January 2009, an environmentally sensitive area adjacent to the Costa Rica
Manuel Antonio National Park, referred to as Las Palmas, was approved for
commercial development of residential condominiums. Juniper Media staff engaged
pro bono with a local environmental group in April. The group’s aim was to
reverse the local government’s construction permit approval and preserve the 51
hectare (126 acres) Las Palmas habitat.
Juniper proposed a six point plan. First, as the environmental group was
without material funds, a promotion was proposed to seek out financial
contributions from US companies that perform business in Costa Rica. This 50
day promotion realized just over $29,600 USD from three US software companies.
Second, the construction permit was granted without a sufficient environmental
impact report. A local attorney was engaged to push the city council to perform
such impact study.
Third, in order to increase public opinion and gain support from the
surrounding communities, many of which were highly motivated by the creation of
construction jobs, an economic development study was performed which
effectively demonstrated that not incurring the construction project would
result in more sustainable and higher paying jobs in the eco tourism industry.
Fourth, the group implemented a signature petition drive with the goal of
acquiring 2,500 signatures, of which over 90 percent would be local citizens. A
volunteer team recruited tour guides as signature gatherers, positioned
signature staff at populous locations and canvassed a door to door operation
(not particularly easy in some rural areas). By June 10, the team had obtained
4,612 signatures and 91.5 percent of the signers were within a nine mile radius
of Las Palmas.
Fifth, the group implemented a twofold strategy in order to mitigate
confrontation with the developer. First, the group appealed to the developer to
consider the brand building and good will to reputation that would be generated
from withdrawing the proposed construction. To this end, the group allocated
funds to promote the developers brand if the construction project were pulled.
Secondly, the group identified alternative areas for the developer to consider
similar construction elsewhere. While the dialogue with the developer was
civil, the builder ultimately chose not to withdraw the building permit.
Lastly, to achieve sustained success, the campaign donated funds and resourcing
to a local political candidate seeking a provincial council position. The
candidate was an attorney who believed in the environmental protection cause
and was willing to draft legislation to protect the area for future
generations. A well respected environmental attorney in the US was identified
and has subsequently provided review and pro bono advice on the proposed
legislation.
On September 21, 2009, the Quepos council suspended the builder’s permit
pending a long term impact study. Subsequent conversations with the builder
have demonstrated a new willingness by the builder to review less sensitive
areas for construction projects. Legislation to permanently protect Las Palmas
was introduced on December 12, 2009. The legislation is now backed by a
majority of the local legislative body.
2. List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.aplicor.com/press_release_4_10_2009.htm - Contributing grant
provider press release, with attribution to Juniper Media. All funding
participants were garnered by Edy of Juniper Media.
http://www.vantivefoundation.com/prlaspalmas.htm - Vantive Foundation press
release, listing Juniper Media as contact source.
3. Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:
Edy Henao is a principal at Juniper Media and a volunteer leader of the Costa
Rica Las Palmas campaign. Edy acquired the corporate support from the executive
team to perform the media and campaign project without charge and to provide
Juniper Media staff paid time off for onsite campaign participation in Costa
Rica. While the campaign has made significant progress, Edy continues to raise
funds, solicit public awareness and bring strategy to environmental protection
causes and pursuits.