We came up with a simple DM solution that made use of the shape of standard residential mailboxes in Hong Kong. Our mailers were designed such that when inserted, they transformed these mailboxes into bear farm cages.

The visual and emotional impact was immediate. When residents checked their mailboxes, they were greeted with a bear locked in a tiny cage.

Upon “releasing” the bears by opening their mailboxes, residents would then read the message on how they can support our campaign to free the moon bears by simply saying no to bear bile products.

We were able to generate wide awareness of bear bile farming through a low-cost, high coverage creative solution. During the period of the campaign, our clients recorded higher unique visits to our website. Volunteer enquiries also increased during the period of our campaign.