The campaign aims to raise awareness of the threat to endangered species from illegal wildlife trade by stopping consumer demand. The insight is to directly inform international travelers about the illegality and consequences of buying wildlife products during their travel, making it a personal fear-based issue to prevent purchasing and smuggling. The strategy is to target consumers at every step of travel through promotional messages emphasizing the key emotion of fear of becoming a smuggler and related consequences.

1. 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

2. Target audience
Consumers from different countries after 14, who travel internationally (especially to Asia, Africa
and the Caribbean) with strong ethical sense
What 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 it
Insight:
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 consequences
Why Fear?
If so many animals are dying every day just because of itch for gain, so we
are really living in a cruel world. That’s why only fear for themselves can
make people change their behavior.

3. Our communication message meets the target audience directly on all
steps of travel (especially to Asia, Africa and the Caribbean).
Where
Websites 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.

4. Common emotional idea in text message
Person only bought a souvenir for his family, but he wasn’t thinking about consequences. That’s
why he became a smuggler. This is a really frightening situation.
Common rational idea in text message
Export/import/buying of illegal wildlife products is forbidden by law, so it’s not only an ethical
issue, but it can lead to administrative and criminal responsibility.
Common style of implementation
In emotional part of communication message the type is filled with animalistic print of the
animal’s skin (elephant, tiger, sea-turtle).

5. 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.

6. 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 flights
1. 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.

7. On board
Plane
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.

8. The communication campaign is worth implementing due to its direct influence on the
primary customers of wildlife products – travelers. Because we don’t give a person
information, which he can use or not, we give him information, which he really needs
now.
We use such negative backroom notion as “smuggler”. We place a buyer of wildlife
products in one row with gun-runners and drug mules. Due to this we emphasize the
importance 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 the
world of individuals it’s important to reach everyone personally.
Others campaigns of different social organizations connected with animal welfare are
mainly based on two emotions: love or disgust. So ours, based on fear, will really stand
out.
In our message we don’t ask our target audience for favor, we give a favor to them, by
providing with necessary information, and what else is important - in time.
Because smuggling is a global problem, our campaign can be implemented in every
country.

9. Summary
Challenge:
• raise awareness
• encourage consumers to avoid buying
• stop demand
Insight : 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 consequences
Strategy : 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).