Young Lions 2015 / Cyber / Selection (representative of Japan)

1. S019
<How it works>
More M.E.S become alive again according to the
number of posts with #saveMES.
PSA tells a lot of M.E.S are dying when there are
more anti-eco activities.
People are encouraged to do eco-friendly
activities and to post what they did on SNS.
@worldwildlife
#saveMES
worldwildlifefund
#saveMES
worldwildlifeus
#saveMES
worldwildlifeus
<Campaign Summary>
We create M.E.S, the weakest animal in the world.
M.E.S is so vulnerable that it easily dies from small anti-eco activity (for example, to have a
plastic bag at register, to waste a piece of paper and so on).
During the campaign, M.E.S appears in our daily life. To save poor M.E.S, people start to be
more aware of doing small eco-friendly activities.
<Creative Insight>
What people think before the campaign:
“It doesn’t make any difference to save whole nature if I ask a
single plastic bag or not. No one cares.”
<Solution>
The weakest animal M.E.S is to tell people that“your smallest eco-friendly activity DOES
make difference to save me”.
SAVE M.E.S
worldwildlife.org/social
the WEAKEST animal in the world.
worldwildlifefund
@worldwildlife
We are M.E.S!
M.E.S = the Most Endangered Species.
HELP!
THANKS!
M.E.S
M.E.S
WE are the WEAKEST animal in the world.
We easily die when you have a plastic bag.
We easily die when you waste a piece of paper.