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SDJ Save Daniel Jackson Campaign Adverts For Michael Shanks

Many thousands of fans around the world raised their voices in protest when the change in direction for Stargate SG-1 left actor Michael Shanks believing he had no choice but to leave the show in order to protect his character of Dr. Daniel Jackson.  Co-ordinated by the SDJ campaign website at, fans banded together as a pressure group urging MGM, SCI FI Channel and the producers at Bridge to return Michael Shanks to the show (if that was what Shanks wished).  Ultimately, the campaign proved successful and became a part of facilitating Shanks' return to Stargate SG-1. 

What made the campaign unique in many respects was that among the thousands of fans who were writing letters and making phone calls, some were willing to contribute to the cost of advertisements taking the SDJ campaign out of Stargate's online fandom and into the sci-fi and entertainment industry press.  Over $12,000 was raised with the aid of those fans, and adverts supporting Michael Shanks as Dr. Daniel Jackson were placed in UK sci-fi magazines TV Zone and Dreamwatch, in US industry magazine Hollywood Reporter, and two ads went into Variety. 

When it was announced that Shanks was returning to Stargate SG-1, the SDJ campaign took out a 'thank you' advert in SCI FI Channel's own Sci Fi Magazine, and the network responded with its own advert aimed at the SDJ campaigners - "Consider It Done."

At the start of the SDJ campaign, fans were told by editors at America's TV Guide that Stargate SG-1 was too small a show to warrant the printing of any letters about Shanks' departure on their letters page.  When Michael Shanks came back to appear in Season 6's "Abyss," that warranted a news story.  When Sci Fi Channel announced the renewal of Stargate SG-1 for its 8th season, Richard Dean Anderson and Michael Shanks were on the cover of TV Guide.

The fans from around the world who expressed their support for Michael Shanks and his character of Dr. Daniel Jackson ultimately expressed their support for Stargate SG-1.  The effects of the campaign were positive and widespread, and we're proud to have played our part in raising the profile of our favourite show.

Save Daniel Jackson campaign adverts 2002

TV Zone (UK) Hollywood Reporter (US) Dreamwatch (UK)
Variety (US)(inside front cover) Variety (US)(rear cover) Sci Fi Magazine (US)
  Sci Fi Channel - Sci Fi Magazine (US)  

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