The campaign aims to raise awareness about the suffering of exotic pets among Vietnamese youth. It launches the #1m2forthewild challenge, which asks participants to imitate animal movements within a 1 square meter area, to simulate the lack of freedom experienced by pets in small cages. The challenge is spread through postcards distributed in cafes, promoted by social media influencers, and featured on an interactive website and billboards that encourage users to sign a petition against exotic pet ownership. The goal is to engage youth through a fun challenge that makes them experience limited space, helping them understand the animals' perspective.

1. TARGET
AUDIENCE
•Young urbanites, aged 18-30, middle –
high income.
•Live in 4 big cities: Ha Noi, Ho Chi Minh,
Da Nang, Can Tho.
•Tech savvy and Internet exposure.
•Attracted by new & hot trends.
•Eager to challenge themselves.
THE PROBLEM
There are lack of awareness from our target
audience about the sufferings that exotic animals
have to suffered when being captive and caged.
THE CHALLENGE
How can we raise awareness about the suffering
of exotic pets to the youth through a highly
engaging campaign?

2. The Idea
Small and narrow spaces are the basic fear of all creature, especially youngsters, as they cannot move
freely and can get stuck easily in such spaces.
Based on this understanding, the idea is to let our target audience taste a bite of losing freedom to do what
they want so that they can truly feel the suffer of exotic pets when being caged for a long time.
We want to let youngsters themselves proactively raise their voice for wild-caught animals kept as pets
instead of telling them exactly what they should know, so we decide to spread an online challenge that is
fun to create and watch, so that the youth would be open to engage with it or share with their friends.
#1m2
FORTHEWILD

3. Execution
The challenge is asking target audience to imitate the
unique movements of each exotic pets, but only within
an area of 1 square meter.
Some examples of wild animal movements: Crawling
(Spiders, Reptiles,...), Jumping (Frogs), Slither (Snakes),
Running (Squirrel),....
THE #1m2
FORTHEWILD CHALLENGE

4. #1m2
FORTHEWILD CHALLENGE POSTCARD
To make the conversation start, we
distribute thousands of
#1m2forthewild Challenge
postcards around big cities by
collaborating with coffee shops
where youngsters come regularly.
The postcard is designed with
information of exotic pets on the
front page and encouragement to
join the challenge on the back page.

5. Accept the
challenge
Spread the
challenge
Sign the
petition
USER JOURNEY
Click to sign a
petition on website
www.1m2forthewil
d.com to
guarantee not to
purchase exotic
animals.
Users choose the
animal movement
they want to
imitate and record
the video of them
doing the
#1m2forthewild
challenge.
Post the video
with hasgtag
#1m2forthewild
on their own
Facebook or
Instagram and
tag three friends
to challenge
them.

6. Primary Platform
SOCIAL MEDIA
KOLs are invited to join the
challenge and encourage their fans
to do the same.
(Some KOLs recommended: Huyen
Chip, Tamypu, Maxk Nguyen,...)
Besides, we collaborate with
popular user-generated fanpages
to spread the challenge.
(Fanpages recommended: Meo
Moc, Tho Bay Mau, …)

7. Primary platform
WEBSITE
Tab 1: Online “Vietnamese Youth against
exotic pets” petition where users make
promises never get involved in exotic pet trade.
Tab 2: Online exhibition of the video challenges
collected from users. Attachted with each video is
the animal’s information.

8. Secondary platforms
INTERACTIVE BILLBOARDS ON THE GROUND
Install interactive billboards which are 1m2
in
size on the ground of shopping malls or on
main streets.
These billboards performs as random small
ground stages. Whenever there is a person
steps on, those “stages” would light up and
the challenge # 1m2
forthewild appears, ask
them to do the challenge publicly. All this
actions will be recorded by a hidden
cameras.

9. # 1m2
FORTHEWILD
EXECUTION
CHALLENGE #1M2FORTHEWILD
The challenge is asking target audience to imitate the
unique movements of each exotic pets, but only within
an area of 1 square meter.
To let the conversation start, we distribute thousands of
#1m2forthewild Challenge postcards around big cities.
The required action of the exotic animals are printed on the
postcards.
SOCIAL
KOLs are invited to join the challenge and encourage their
fans to do the same.
Collaborate with popular user-generated fanpages to
spread the challenge.
WEBSITE
Online “Vietnamese Youth against exotic pets” petition
where users make promises never get involved in exotic
pet trade.
Online exhibition of the video challenges collected from
users.
CHALLENGE
How can we raise awareness about the suffering of exotic pets being captive to
the youth through an engaging campaign?
INSIGHT
No one likes to be caged, especially youngsters, as they cannot move freely and
can get stuck easily in such spaces. Yet, freedom to move is normal for them that
they often forget it’s crucial importance.
IDEA
# 1m2
FORTHEWILD
The idea is to let our target audience taste a bite of losing freedom to do what
they want so that they can truly feel the suffer of exotic pets when being caged
for a long time.
We want to let youngsters themselves proactively raise their voice for
wild-caught animals kept as pets instead of telling them exactly what they
should know, so we decide to spread an online challenge that is fun to create
and watch, so that the youth would be open to engage with it or share with their
friends.
DIGITAL BILLBOARD
Install interactive billboards 1m2
in size on the ground of
shopping malls or on main streets as random small
ground stages. Those “stages” would light up and the
challenge # 1m2
forthewild appears when a person steps
on, ask them to do the challenge publicly.
There are lack of awareness from our target audience about the sufferings
that exotic animals have to suffered when being captive and caged.
PROBLEM