This document proposes a strategy to raise awareness about the problem of wildlife extinction due to illegal trade by appealing to people's emotions. It suggests involving audiences through popular cultural images of animals from movies, cartoons, paintings and literature to help people empathize with specific animal examples. The campaign would demonstrate how impoverished mankind would be if certain animal species went extinct, not just biologically but also in a cultural sense.

1. CHALLENGE
A number of wild
animal species is on
the verge of
extinction because of
illegal commercial
trade, while many
people stay
indifferent to this
problem.

2. INSIGHT
People do not empathize
with big abstract
categories like "wild
animals".

3. INSIGHT
But we can attract attention by
specific examples, that are well-
known and popular among very
wide audience. Such examples
could be cultural images or
characters from childhood.

4. STRATEGY
We involve the audience by
popular cultural images of
animals, which are known
from the movies, cartoons,
paintings or literature.

5. STRATEGY
Appealing to the emotional reaction, we
help people to realize the problem of animal
extinction on specific examples
The campaign
demonstrates, how
impoverished the
mankind would be - not
only in the biological,
but in cultural sense
too.

6. ACTIVATION
PRINTS
World's most famous
paintings with the
animals (tigers, turtles
etc.) cut out
VIDEOS
Pieces of iconic
movies/cartoons with
the animals cut out
AMBIENT
Install in the parks or
other open areas QR-
codes. When activated,
a picture of animal
species like elephants or
tigers will be shown on
display

7. ACTIVATION
SOCIAL NETWORKS
1. Open an account of a real animal, in its
timeline is posted all the info starting
from his birth with different activities
like "my first love", "my first hunting“
2. 2. Searching for users with status
posted like "Am going to Asia/Africa...“
3. An animal adds this user as a friend and
asks him not to buy decoration from it/
not to kill it

8. SUMMARY
We transform an abstract wild
animal into a close friend with the
help of cultural codes. For
receiver it becomes impossible to
wear clothes or decorate house
with the friend.