To commemorate World Wildlife Day, celebrated March 3rd, WildAid NGO joined forces with BBDO Bangkok and launched a series of ads drawing attention to the difficult situation that endangered species are experiencing as a result of poaching. Consumers and their demands for wildlife products is what decides the fate of elephants, rhinos, sharks, tigers, or the helmeted hornbill. Slaughtering animals just to meet consumer demand has to stop and, as such, WildAid is kindly asking people to #ReactAgainstWildlifeTrade by refusing wildlife goods and reporting illegal trading to authorities.
The campaign, developed pro bono by the Bangkok-based agency, includes a series of illustrations that were launched in response to the increasing market and accessibility of wildlife products on popular social media platforms. The initiative was built around the “angry reaction” emoji, with the intention to convey the message that killing endangered species for their parts must not be tolerated.
The campaign follows the NGO’s mantra, “When the buying stops, the killing can too,” specifically to empower people to react and take action against any form of wildlife trade, by expressing the injustice these animals are going through on their social media channels. By using such a strategy, the organization hopes to put social pressure on those who are consuming or selling wildlife products.
For two decades, the NGO has been campaigning to end the demand for such products. In its way to raise awareness and draw people’s attention to a serious issue, WildAid uses the same techniques as top advertisers and delivers high-impact media campaigns. To communicate its message, the NGO features the campaigns on broadcasted television and radio, on trains and airplanes, at bus stops and subway stations, and online, adapting to shifting trends in this market.
“WildAid’s campaigns are designed keeping in mind cultural and consumer insights, and the latest trends for maximum impact. As a result, there have been significant drops in prices and consumption of endangered species products, such as ivory, rhino horn, and shark fin,” said John Baker, Chief Program Officer at WildAid. “We hope that these ads will continue to help increase unacceptability of trading and posting wildlife products online, as well as offline.”
“We are proud to support WildAid in its fight to help protect endangered wildlife,” said Somkiat Larptanunchaiwong, CEO at BBDO Bangkok. “BBDO Bangkok is deeply concerned by the depletion of wildlife populations worldwide and the trade of products, such as elephant ivory, rhino horn, shark fins, and tiger parts. With this hard-hitting advertisement developed for WildAid, we are confident that our efforts can have an impact on ending consumer consumption behaviors that threaten our planet’s biodiversity.”
Estimates show that the illegal wildlife trade is a billion-dollar industry. The demand for illegal wildlife is highest in Asia, where such “goods” reflect one’s status, wealth, or purported health benefits.
“Every small action matters! #ReactAgainstWildlifeTrade every time you see wildlife products on your social media,” concludes Anuwat Nitipanont, Chief Creative Officer at BBDO Bangkok. The WildAid ads will be launched through its platforms across the US, Hong Kong, and Thailand.
