The Brief: To design an awareness campaign for the masses, making them aware of how their demands are leading to such a tragical state of so many beautiful species. How their demands for fashion and luxury goods, exotic pets and traditional medicines and foods have pushed so many species on the edge of extinction. To make the common people realise and cut down these demands. Because if there will be no demand, there will be no supply.
Primary Target Audience: 25+
This group holds the purchasing power.
This group holds the purchasing power.
Secondary Target Audience: 15-25
This group can affect the chioces of the primary target audience.
This group can affect the chioces of the primary target audience.
Chosen media:
Out of home advertising. It will target the audience outside of their homes, on highways, in malls, streets, metros etc. Since their daily transport and route is the same, if an ad is placed on that route and they see it everyday it will be registered in their minds. If they see something unusual in malls they will tend to remember it.
They go through hundreds of ads everyday in newspapers and television, it is tough for them to remember each ad.
Out of home advertising. It will target the audience outside of their homes, on highways, in malls, streets, metros etc. Since their daily transport and route is the same, if an ad is placed on that route and they see it everyday it will be registered in their minds. If they see something unusual in malls they will tend to remember it.
They go through hundreds of ads everyday in newspapers and television, it is tough for them to remember each ad.
What?
It is to stop the demand for animal made products in the field of fashion and luxury like snow leopard fur coats, pangolin scale purses and shoes etc. by making the masses aware about the problem of illegal animal trade an how they contributing to it.
The chosen five animals are Snow leopards, Crocodiles, Pangolins, Red pandas and Tigers.
The chosen five animals are Snow leopards, Crocodiles, Pangolins, Red pandas and Tigers.
How?
Tone of voice of the campaign will be a little sarcastic, and giving them a sense of realisation.
Funding by WWF, TRAFFIC.
TRAFFIC is a part of WWF, formed in the 1970’s. It looks after the wildlife trade across the globe.
TRAFFIC is a part of WWF, formed in the 1970’s. It looks after the wildlife trade across the globe.
Challenge?
To introduce powerful content which changes the thinking of people toward these animal made products and encourages the stop buying these product. To come up with an impactful copy and design.
Advantages of this Campaign?
The audience will be made aware of how their choices are contributing to this trade, and what they can do to stop it. If their demand declines so many innocent animals will be save from poaching and so many species will be saved from getting extinct. The species that have been extinct in the past can’t come back but the future can still be secured only if everyone works towards it.
Final Copy: Sorry, the coat is extinct.
