ICS: Seafarers Silent Struggle
In the darkest depths of the COVID-19 pandemic, a silent crisis emerged. More than 100,000 seafarers, hailing from over 175 countries, were stranded aboard their ships. This unseen humanitarian catastrophe put both the global supply chain and the dignity of seafarers at risk. In response, Woodrow and the International Chamber of Shipping launched a campaign with the aim of gaining 'key worker' recognition for seafarers: people whose invisible labour kept the world fed and supplied.
Impact
The campaign catalysed sweeping global change. The UN Secretary General and the Pope publicly called out the plight of the seafarers. Media coverage spanned over 7,000 pieces across 91 countries, from the Financial Times to BBC and Bloomberg. As a result, over 50 countries began recognising seafarers as key workers. The International Labour Organisation enforced seafarer rights, and over 400 organisations committed to prioritising seafarers for Covid vaccines. The campaign won the CIPR Best Global Campaign Award 2022.
Approach
Our strategy combined compelling storytelling with persuasive data, humanising this crisis through international media outlets. Major tactics included a #HeroesAtSea day and an open letter to Amazon's Jeff Bezos. We coordinated a global horn sounding of the world's shipping fleet; a moment of defiant solidarity heard across oceans. This initiative reached its apex with a virtual summit hosted by the UK and attended by other maritime nations, keeping the issue at the highest levels of international policy.
