1. Challenge:
People DO NOT REALIZE THAT:
- purchasing something luxury, we do not perform something "fashionable" but
finance the illegal market of animals trade
- each purchase (a bag, a jewellery or a souvenir) directly connected the murder
of animals;
- all over the world animals are killed, this problem concerns everyone.
What is to be achieved :
- cope with indifference;
- understanding those who buy a good become complicit in animal slaughter

2. How the consumer thinks:
- it is fashionable, modern and luxurious to wear leather and fur items as it
underlines my superiority and social status;
- I always bring souvenirs from the countries I visit. I like to bring something
rare from the skin of rare animals, like no one has. Is there anything bad in it?
- My purchase does not change anything: people will go on killing animals.
This is business. What is my fault in it?
How the consumer thinks:
Every purchase complicit animal’s murders.
Insight
I do not support animal slaughter for profit-making reasons.
However I like those things made from animals.

3. Solution:
What we want to do:
- Show personal engagement (participation) of a person in the process of animals
murders by poachers ;
- Show the involvement of everybody in the problems of animals murders;
- Prove that it is stupid not to understand the problem
The Idea:
The Anonymous Animal Killer Community (AAKC)
Why Anonymous? Because not YOU, but somebody else killed animals for
manufacturing products that you want to buy. And no one realizes that he can be
already in the community of killers
Why it will work:
- Everyone knows about such communities (alcoholics, drug addicts) & has heard a
lot about them
- We will show concrete examples of people who do not think that they have become
accomplices of the murders;
- The involvement of the problem: everyone has already become a member of such
community;
- Everybody wants NOT to be in THE Anonymous Animal Killer Community;

4. Strategy:
The choice of media channels :
- Maximum coverage of the target audience;
- The impact on the consumer BEFORE he has made his decision to purchase
souvenirs, luxury goods, etc.
Media Channels:
• TV;
• ООН;
• Press;
• Stores and Outfits;
• Airports and airplanes;
• Ambient media;
• Digital media.

5. Strategy:
1. TV .
Infotainment Programs such as talk-show «Madly Beautiful». The program is popular
because watching it people always feel intellectual superiority over the heroines answering
the questions. No one wants to be so silly as they are . We offer to ask questions on
IFAW issues: e.g. how & what was this necklace made of? Girls will be thinking, discussing
this stuff in their wardrobe & in the end they will guess that animals are killed
At the end there will be "Verdict": they are "adopted" in the AAKC.
Special features:
unobtrusive advertising is used.

6. Strategy:
2. Press, UN (city lights, advertising at bus stops):
The tabs about fashion, business, travelling in glossy magazines distributed in aircrafts
during the tourist season.
We use several types of layouts - the photo of particular people, for example Igor, the
director, 33 year-old) and what he brought from a trip to Thailand. If he has brought leather,
it is written, how many animals he killed, how much money he gave to the murderers and
the stamp "he is accepted in the AAKC”. If he hasn't , it is written how many animals he
saved.
There is a " sentence " in the end: they are "taken" in the AAKC.
Special features:
medium allows to convey analytics of an authoritative source (IWAF).

7. Strategy:
3. Supermarkets and shopping centers are equipped with special bungalow (souvenir
shops) that sell souvenirs from domestic animals (cats skins, hamsters, parrots). At the
same time promotional materials for the killing of animals and analysis from the IWAF
are distributed.
Special features: media allows to convey the analyst of an authoritative source(IWAF).
4. Labels at the exit of the airport: Baggage Service glues labels on the luggage of
passengers, which stipulates things made of leather and animals, "I am a member of
AAKC”
viral videos : an interview with the members of The Anonymous Animal Killer Community
on Youtube «Story of a Murderer».
Special features: interactive, create community.
6. Internet: flash games «AAKC» – game where the user will be asked to select clothes for
his character up to $ 5,000. After that displays the results: how many and what animals
it is necessary to kill. At the end of you can "tell your friends" and discuss the game
Special features: interactive, create community, live discussion.

8. Summary:
Consumers are not aware of the murder of animals and the
development of illegal commercial trade
Consumers condemn the killing of animals, but they like the products
of the parts of animals;
Buying goods from a killed animal, you become a member of The
Anonymous Animal Killer Community;
We use The Anonymous Animal Killer Community as the place
where animals murderers gather. We assure that anybody may be
the member of the club, using the communication channels for
maximum coverage of the Target Audience.