The document discusses the challenge of poaching of animals for their parts used in souvenirs and jewelry. It is sold through tourist shops and online stores, but buyers are often unaware of the connection to animal killings. The objective is to reduce demand for these goods by making buyers aware of this connection, thereby reducing poaching. A strategy is presented using both offline messaging near tourist locations and airports, as well as online ads, to reframe these souvenirs as "skeletons in the closet" and persuade people that they do not want to be accomplices to murder by purchasing them.

1. CHALLENGE
Every year a large number of elephants, sea turtles, tigers and
other animals are killed with the hands of poachers in Asia,
Africa and the Caribbean. The reason for that is the use of
parts of their skeletons and skin for the production and illegal
trade in souvenirs and jewellery.
Main distribution channels for these products are shops in
tourist locations as well as online stores. However, the
buyer does not associate the purchased item with the murder
of an animal, therefore, is not aware of the problem.
OBJECTIVE
To persuade customers not to buy such goods, and thus reduce demand, thereby
reducing the supply and reduce the destruction of animals.

2. INSIGHT
A person buys a product made of ivory, tortoise shell, and others as a gift
for himself, relatives or friends. He wants to have a thing with a local touch, to
have something reminding him about his journey, about the country he’s
visited. He is not aware of very direct connection between the massacre
happening behind the scene and souvenir production.
However, once you’ve bought a souvenir, you had already paid to the
murderers. You become involved in that mess right after opening your wallet.
Being an accomplice of the murder is bad and no one would ever tell anybody
about it. This is the way a "skeleton in the closet" appears in your life. And this
is something no one could call a best gift, and it has nothing to do with a
good memory.
INSIGHT: I do not need a skeleton in the closet

3. STRATEGY
Two directions
OFFLINE ONLINE
travellers who customers who
buy products in the buy products online
country of origin
IDEA
Any product made from the bones of an elephant, tortoise shell, etc. (ie
the parts of the skeleton of animals) is in both direct and figurative meaning
the skeleton in the closet: part of a dead animal and a reminder of being
involved to the murder of an animal.Nobody needs a gift which has such a
negative history.

4. ACTIVATION
OFFLINE
At check-in desks in the airports next to a sign depicting the things
forbidden to carry aboard we put an extra sign with the image of sponged out
skeletons of an elephant, turtle, tiger.

5. ACTIVATION
OFFLINE
At the tourist information centers,
airports, railway stations and places
of trade we distribute free gift
bags. On the one side there is "Gift
Bag" written and on the other "Do
not put skeletons inside" with a
picture of sponged outskeleton and
the text:
"When you buy products from parts of animals, you
buy their skeleton. So you pay for the murder. No
one should know about your secret. This will become
your skeleton in the closet.”

6. ACTIVATION
OFFLINE
We post a series of prints on billboards in airports, train stations, as well as on video
screens in airplanes. They show a person who gave a gift (we see its image on the bag-
statues of ivory, turtle jewelry and etc..)to wife / husband / child / friend. A person who
received a gift, with the sour face puts a skeleton of the animal in the closet. The
slogan on the print: "Your wife does not need a skeleton in the closet", "Your child does
not need a skeleton in the closet," "You do not need a skeleton in the closet," etc.

7. ACTIVATION
OFFLINE
Shops, which refused to sell those products will be
signed with a specified product labels ”skeleton-free
zone”
* There is a reference to the IFAW website on every print
produced

8. ACTIVATION
ONLINE
Using Google context ad. When person googles smth related to ivory, tortoise
shells, tiger skin, etc., he will see the context ad, that includes advertising campaign's
slogan «You don’t need a skeleton in your closet” and link to the IFAW web-site.
Whenever the search is related to a purchase of goods listed above, the google search
field shows an animation of hunting, killing an animal and making a souvenir out of it.
When person is searching for flights in areas of Asia, Africa and the Caribbean on
popular sites for tickets-purchasing, ananimated pop-up banner with the print is
displayed (the print is the same as in offline version). By clicking it will lead to the IFAW
website.

9. SUMMARY
We understood, that the main distribution channels of the
illegall wildlife products trade are shops intourist
locations and online stores.
We understood, that the customer does not see any direct
connection between the killing ofanimals and souvenir
production.
We show that when person buys wildlife products he
becomes involved into murder. Nobody wants to be a
murderer.
We've created a strong connection between buying a
souvenir and becoming a copartner in murder, thus forcing
tourists to give up buying things made of animal bones.