2. CHALLENGE
Help to support welfare and protection
of the endangered animals by reducing
consumers’ demand for wildlife products.
3. INSIGHT
Project creators have focused on
the most important target groups
as consumers , adult 14+ and
people who travel internationally
(especially to Asia, Africa
and the Caribbean).
4. STRATEGY / ACTIVATION
The main porpuse of our ad campaign is to arouse public attention to necessity of
improvement the welfare of wild and domestic animals.
- Ad at public transport:
The exterior of buses, trams, trolleybuses and
some buildings will be decorated like an endangered wild animals, with the mark
on the body ‘What if they have the same size?’ and logo and link of IFAW.
At the tube in the trains the whole floor will be contain a print with the guns, illegal
wildlife products and a few photos of dead animals. People will trample the floor
and it will develop anti-poaching mood. (t.a. - consumers)
- Travel agencies:
You will find a special memo card with photo of dead animal. On back of which
there will be a message ‘Demand kills’ and with the explanation bellow (IFAW
works with anti-poaching patrols and enforcement officials around the world tackle
illegal trade, we will not be able to stop the killing of protected wildlife unless we
stop demand. Consumers need to remember if we don’t buy, they won’t die.). The
memo card is provided with the necessary documents for your travel. (t.a. -
tourists)
5. STRATEGY / ACTIVATION
Next points are expected to develop human tolerance to the animals:
- Ad in the waiting halls of the airports and train stations:
Video installations will contain frames that shows very endangered wild
animals. (t.a. - tourists)
- Branded toast trailers:
A branded trailer will provide anyone with a fast and tasty portion of food.
The salt of the assortment will be branded toasts (like in case with ‘spungebob’)
and the cutlery. Percentage of income from sales will be transmitted to IFAW fund.
Location of the trailers near offices, universities and public places where the target
audience is. (t.a. – consumers, adult 14+)
6. STRATEGY / ACTIVATION
- Water rooms at airplanes and trains:
Water rooms will contain taps, where water will be coloured in red. And the note on mirror “ if
we don’t but they wont die” + photo of an animal + IFAW logo. (t.a. - tourists)
- List of safety information:
In the travelling transport will be putted lists of safety information. And in corner of it
there will be pictures of human bodies with animal heads with the note below : ‘ In case
of an accident don’t be afraid to be eaten by these guys, be afraid that they
will make nice souvenir from you!’ (t.a. - tourists)
7. The campaign is expected to be effective because we developed slow, gradual
well-thought-out strategy which provide IFWA long-term success in achievement
the main goals of the organization.
