Muse Creative Awards | International Advertising Awards

United States

2019

More Than Ruffled Feathers: Mockingbirds Show Heightened Aggression After Lead Exposure

Entrant Company

Morris Animal Foundation

Category

Content Marketing

Client Name

Morris Animal Foundation

Sub-Category

News Release

“More than ruffled feathers: Mockingbirds show heightened aggression after lead exposure,” was the lead in a January 23, 2019, Morris Animal Foundation press release. The release detailed a Tulane University study, which the Foundation funded, that found mockingbirds exposed to sub-lethal levels of lead in their urban habitats are far more aggressive than those that aren’t.

The primary goal for this release was to examine how one very common animal species is impacted by lead exposure. Second, we wanted to highlight the possibility that sub-lethal lead exposure may be common among other wildlife living in urban areas, and maybe even pets, and that more work is needed to better understand its full effects, beyond just behavior. We explained the study’s methods and very clear findings, as well as why lead poisoning is still a global issue to this day.

The release performed well, with 123 total stories and a potential circulation of more than 124 million readers. The release was boosted by PR Newswire, but we also feel that its title and newsworthy subject matter, about how lead poisoning on a species other than humans, enhanced its performance.

Visit: https://www.morrisanimalfoundation.org/article/more-ruffled-feathers-mockingbirds-show-heightened-aggression-after-lead-exposure

Muse Digital Awards More Than Ruffled Feathers: Mockingbirds Show Heightened Aggression After Lead Exposure Muse Digital Awards More Than Ruffled Feathers: Mockingbirds Show Heightened Aggression After Lead Exposure Muse Digital Awards More Than Ruffled Feathers: Mockingbirds Show Heightened Aggression After Lead Exposure Muse Digital Awards More Than Ruffled Feathers: Mockingbirds Show Heightened Aggression After Lead Exposure

Credits

VP of Marketing & Brand Strategy
Carol Borchert
Public Relations Associate Director
Sean Andersen-Vie
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