Challenge• raise awareness about threat posed to endangered species by illegal commercial trade in their parts• encourage consumers to avoid buying these products• stop demand because it’s the only way to stop the killing
Target audienceConsumers from different countries after 14, who travel internationally (especially to Asia, Africaand the Caribbean) with strong ethical senseWhat do the target audience think? If I buy only one wildlife product, nothing will change globally I think that only import of big amounts of products are illegal and I buy just a souvenir I am travelling, so I don`t want to think about global problems now It doesn’t relate to me personally, so why I should be the one to think about itInsight:We inform the target audience directly in the process of travelling about illegalcharacter of buying wildlife products and consequences following that. So it becomes apersonal issue based on fear and as the result prevent them from buying and becominga smuggler.Key emotion:Fear of becoming a smuggler and of the following consequencesWhy Fear?If so many animals are dying every day just because of itch for gain, so weare really living in a cruel world. That’s why only fear for themselves canmake people change their behavior.
Our communication message meets the target audience directly on allsteps of travel (especially to Asia, Africa and the Caribbean).WhereWebsites of main airlines on determined destinations, websites for booking, Facebook, Wikipedia,official websites of countries of determined areas, airports, planes, Discovery channel.Why this strategy: People who are coming to the foregoing areas have a real opportunity to make illegal purchase of wildlife products, so if we influence them we will surely decrease the demand. We give them information directly before the moment they will face this problem, so they will have a concern in the message and it will be harder even to consider a purchase. Every person worries a little bit when he crosses the border. So we just intensify his emotion.
Common emotional idea in text messagePerson only bought a souvenir for his family, but he wasn’t thinking about consequences. That’swhy he became a smuggler. This is a really frightening situation.Common rational idea in text messageExport/import/buying of illegal wildlife products is forbidden by law, so it’s not only an ethicalissue, but it can lead to administrative and criminal responsibility.Common style of implementationIn emotional part of communication message the type is filled with animalistic print of theanimal’s skin (elephant, tiger, sea-turtle).
Supportive promotion Creation of the film “ Accidental smuggler “. Fill is produced jointly with “Discovery” channel. It describes the situations with buyers of wildlife products and penalties of different character which these actions lead to. The group on Facebook “Accidental smugglers”. Where we make some fakes account, from which we tell stories about illegal buying of wildlife souvenirs and it’s consequences. This people are telling their stories to prevent others from the same mistakes. Group is actively promoted by IFAW group members.Planning a travel Websites for booking, websites of main airlines on determined destinations. We create a new step in the process of booking an airline ticket or hotel. After a person have chosen a hotel or flight, the next step appears on the screen. A person sees the text: “ Export/import/buying of illegal wildlife products is forbidden by law. Please, before continue, visit the official group “Accidental smugglers “on Facebook”. Official sites of countries and issues about them in Wikipedia. When people are planning a travel, they seek for information, and usually by means of websites of countries and Wikipedia. So we plan to use these websites to place the links to the Facebook page “Accidental smugglers” to let potential customers learn about the cases of buying of wildlife products and following consequences and danger of imprisonment.
Airport Main halls of airports. The stands “face-in-hole”. Description: we show three criminals standing in prison behind the bar. They all have the same speaker balloon “I am innocent”, but different text, written near them: 1. killed a man. 2. was selling drugs. 3. bought an wildlife souvenir for his family (only this person has a hole instead of face). The text at the bottom of the picture says: “ Export/import/buying of illegal wildlife products is forbidden by law”. Waiting rooms, where passengers get ready for particular flights1. Images on the glass walls: by modifying natural print of elephant, tiger and sea-turtle we make the lines look like a prison bar. Title: “I am a smuggler. I bought a wildlife souvenir for my family”. The text in the bottom: “Export/import/buying of illegal wildlife products is forbidden by law”2. On the back of seats passengers can see the text: “the smuggler. here?” and on the other back of a different seat there is the text: “or here?” . There are some of the seats with such texts in the waiting hall, so many passengers can get in touch with the message. Mirrors in restrooms. On the neck level in the mirror people see the text: “ I bought a souvenir for my family. Am I a smuggler?”. The text at the bottom of mirror:“ Export/import/buying of illegal wildlife products is forbidden by law”. Luggage areas. A hole, from which conveyer belt starts, is stylized as the door of house, and the opposite hole is stylized as a prison cell. On the conveyer belt people see the face of a shocked person and title: “Smuggler. Bought a wildlife souvenir for his family.” Ticket and boarding pass. On the back side of the ticket there is a modifying natural print of elephant, tiger and sea-turtle on which lines look like a prison bar. On the top there is a title: “The ticket to prison”. In the middle a person see the text, which ends near perforate line, which links boarding pass: “I am a smuggler”. At the bottom: “Export/import/buying of illegal wildlife products is forbidden by law”. The boarding pass is white with the text: “I bought a souvenir for my family”. So the whole message in the middle: "I am a smuggler. I bought a souvenir for my family”. But after boarding the person has only white boarding pass with positive message left. So we show that he still has a choice.
On boardPlane Stewardess. The stewardesses provide the briefing on the board regarding safety and flight issue with mimics and gestures. After that they provide information about the illegal traffic and purchase of wildlife products and possible penalties, ending with the gesture: the one hand bent at the elbow moving from above the head, and the other hand moving from her bailey to meet the first on the neck level. This gesture imitates a closing prison bar. And she finishes with the words: “Our airline is closed for smugglers.” Mirrors in restrooms. The mirrors in the restrooms have the same messages as at the airports. Lockers . The lockers inside has a modified natural print of elephant, tiger and sea-turtle on which the lines look like a prison bar. Title: “I am a smuggler in prison now. I bought a wildlife souvenir for my family”. The text at the bottom: “Export/import/buying of illegal wildlife products is forbidden by law” Film “Accidental smuggler” . On boards the film is broadcasted at least once during a flight.
The communication campaign is worth implementing due to its direct influence on theprimary customers of wildlife products – travelers. Because we don’t give a personinformation, which he can use or not, we give him information, which he really needsnow.We use such negative backroom notion as “smuggler”. We place a buyer of wildlifeproducts in one row with gun-runners and drug mules. Due to this we emphasize theimportance of the problem and seriousness of consequences in very apprehensive,authoritative tone.We base on one of the most strongest and personal feelings -- fear for himself. In theworld of individuals it’s important to reach everyone personally.Others campaigns of different social organizations connected with animal welfare aremainly based on two emotions: love or disgust. So ours, based on fear, will really standout.In our message we don’t ask our target audience for favor, we give a favor to them, byproviding with necessary information, and what else is important - in time.Because smuggling is a global problem, our campaign can be implemented in everycountry.
SummaryChallenge:• raise awareness• encourage consumers to avoid buying• stop demandInsight : We inform the target audience directly in the process of travelling about illegal character of buying wildlife products and consequences following that. So it becomes a personal issue based on fear and as the result prevent them from buying and becoming a smuggler.Key emotion : Fear of becoming a smuggler and of the following consequencesStrategy : Our communication message meets the target audience directly on all the steps of travel.Activation : Promotion on all the steps of travel (planning a travel, being at airport, and on board).