1. Background
Observation:
Every day a millions of tourists buy souvenirs in Asia and Africa. At the same time all
touristic web forums are full of topics about “how differentiate the fake corals/ivory/
snake leather”. Market share of fake (duplicates, imitations, copies, replicas) souvenirs is
constantly growing.
Target audience:
Ordinary tourists (not poachers, and not travelers, who meaningly buy contraband).
People with strong ethic sense, who buy the souvenirs because they don’t know about
animal suffering. In homeland these people buy eco-products use eco-devices, because
caring about nature is the popular trend.

2. Challenge & Insight
Challenge:
If people wish to buy imitations, animals will no
longer die. So, the challenge is to switch tourists to
fake souvenirs and transform that purchase to a
social act
Insight:
“I want to avoid buying original souvenirs but I’m too
lazy to learn which souvenirs are made from killing
animals and which not. It’s really difficult for me”

3. Strategy
We will not just tell tourists about duplicates of valuable gifts, which are more save
and cheaper. We will help our audience find the 100% real “not real” souvenirs
Original ivory Duplicate ivory

4. Idea: Animal Free souvenirs
We developed a special “Animal free” logo for duplicate
souvenirs . Like “alcohol free” or “GMO free” it helps
consumers identify the products
In addition sellers will have possibility to sell the fakes
with higher demand.
Media strategy:
Always be in front of tourists eyes from the first thought
about travel (online) and till they buy the “Animals free”
souvenirs at the market (offline)
Our campaign will be divided in two parts:
1. Tell sellers about logo and help them to use it
2. Create awareness of logo among tourists

5. Sellers
We work with duplicate sellers to identify them as
“animal free” sellers
1 Direct mail – we send a real photo of animals
and stickers with “animal free” logo to seller with
communication: “When you sell duplicate
souvenirs, you will help this animal. To thank you
we give you stickers with logo, which tourists
know as cheap and safe product. Place it in your
shop”
2 A real meeting with IFAW managers to educate
about “animal free” logo
3 An order form on web site to order stickers

6. Tourists online
Mobile application on Android and iOS (tourists are
middle+ audience), which consist:
1 Manual “How identificate duplicate souvenirs”
There are full information about real illegal souvenirs
(ivory carvings and jewellery, hair bracelets, leather
wallets and bags, big cut furs or body parts, teeth and
coral jewellery and other)
2 Counter of saved animals (tiger, elephant, turtles)
Every user can add his “animal free” souvenir, which
he buys and sees his contribution to the welfare
3 Tourists map of “animal free” sellers (Foursquare)
Every user can add “animal free” seller too

7. Tourists online
1. Banners at top touristic web sites in target
countries, which help all tourists check what kind
of products are banned in particular country.
User should just write a country and get a list
with communication: «All products with «animal
free» are free.
2. Cross-working with ebay.com. If seller want to
sell a copy or duplicate of banned product (ivory,
shark teeth) photo of product automatically get a
«Animals free» logo

8. Tourists offline
1. Free brochures with valuable tourist information &
“animal free” social activity
2. Leaflet with information about prohibited and restricted
goods on the plane (like leaflet of safety rules)
3. Also in tourist country souvenir shop we use ambient
media. ”Animals free” total sale. At label of some
souvenirs will be placed a very low price and special
offer: “Without animals suffering, without problems with
law, without cheating ”

9. Summary
People have already known a lot about separate collection of waste, water savings, eco
products, and bio fuel. So we believe that “Animal free” souvenirs will become the next
step of caring about nature. Especially when sellers can sell without a problem and
travelers want buy without animal killing.