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Library/Campaign/Penguins International: Protest March of the Penguins
Grade B21 sourcesHIS-00389

Penguins International: Protest March of the Penguins

Campaign · 2025 · Notable

47Editable slideCertificate

Rethink claimed Canadian donations rose 453% after a penguin protest livestream.

Original · Penguins International / Rethink
Clip · Penguins International on YouTube
PROTEST MARCH OF THE PENGUINS
Penguins International on YouTube
Penguins marching across snow beneath the campaign title
Penguins International / Rethink
Penguin ‘protest march’ against Trump’s tariffs coming this week
Euronews
Penguins
Newsweek
The One Show 2026 Announces Finalists From 51 Countries
The One Club
Penguins International | Protest March Of The Penguins
The One Club / entrant Rethink and Penguins International
Creativity is the Most Powerful Business Tool: Canadian Marketing Awards 2026
Under the Influence with Terry O’Reilly / Apple Podcasts
PROTEST MARCH OF THE PENGUINS | Entry
LIONS / The Work
Protest March Of The Penguins | The ADCC
The ADCC / entrant Rethink
Protest March of The Penguins
Penguins International on YouTube
Bestads Best of the Week: Penguins International ‘Protest March of the Penguins’ via Rethink
Campaign Brief Asia
Protesters in Washington hold up penguin-themed signs
University of San Francisco / Office of Sustainability Student Blog

Spread Score

How it works
Reach53ContagionNo data yetBreadth30Velocity58LongevityNo data yet47

Numbers

Earned impressions, agency claim; entrant gave a higher total
1.1B–1.3B
Self-reported · Rethink
Peak date
Week of Apr 20, 2025
Apr 11 ’25 to Week of Apr 20, 2025
Platforms
5
Started on YouTube
Origin
Stunt
Politics & civic

Mechanics

  • NewsjackingPrimary
  • Real-world spectacle
  • Platform jump
  • Press loop

How it spread

Trace the origin

Penguins International released a protest film, then streamed penguin migration with donation prompts. Users shared the creative on Reddit and national outlets covered it. Rethink later claimed increased Canadian donations and billion-scale earned impressions.

Dates use the stated precision; chart positions are date anchors.

Apr ’25MayJunSepDecApr ’26JunAugOctNovYouTubeRedditPressOpen webAudio
YouTubeRedditPressOpen webAudio

13 more events on this chart

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Timeline (16)

  1. April 2025

    Penguins International / Rethink seed · Apr 11 ’25

    Penguins International released the campaign film announcing its penguin protest livestream.[1][2]

    PROTEST MARCH OF THE PENGUINS
    Open the first post ↗

  2. u/Penguins_Intl owner response · Apr 12 ’25

    The owner posted the campaign in r/penguin and answered questions about the livestream.[3]

  3. Euronews press · Apr 14 ’25

    Euronews embedded the campaign film and reported plans to stream the migration on April 16.[4]

    Penguin ‘protest march’ against Trump’s tariffs coming this week
Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 3 numbers
  2. 2026-10-15Revised 1 event · Fact-check passed (23 claims)
  3. 2026-10-13Added: 16 events, 20 sources · Score 47
Origin
Stunt
Sector
Politics & civic
Region
CA
Earned impressions, agency claim; entrant gave a higher total
1.1B–1.3B
Self-reported · Rethink
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Apr ’25MayJunSepDecApr ’26JunAugOctNovYouTubeRedditPressOpen webAudio
YouTubeRedditPressOpen webAudio

13 more events on this chart

Join free to see them

  1. April 2025

    Penguins International / Rethink seed · Apr 11 ’25

    Penguins International released the campaign film announcing its penguin protest livestream.[1][2]

    PROTEST MARCH OF THE PENGUINS
    Open the first post ↗

  2. u/Penguins_Intl owner response · Apr 12 ’25

    The owner posted the campaign in r/penguin and answered questions about the livestream.[3]

  3. Euronews press · Apr 14 ’25

    Euronews embedded the campaign film and reported plans to stream the migration on April 16.[4]

    Penguin ‘protest march’ against Trump’s tariffs coming this week

  1. platform jump · Apr 14 ’25

  2. press · Apr 16 ’25

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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