Cannes Lions

INTERNATIONAL FUND OF ANIMAL WELFARE CHINA

Y&R BEIJING, Beijing / INTERNATIONAL FUND FOR ANIMAL WELFARE / 2013

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Multiple events with QR codes to link to IFAW’s social media channels (WeChat & Weibo) and campaign page to plead and say “NO” to shark fin soup. Media coverage includes TV news, online news portals and newspapers.

Outcome

During our campaign, we were able to gain support from more than 49,000 people, generate 700,000 online discussions and influence around 120 media outlets to report our cause. After 4 months, there was a decrease by 70% in the demand for shark fin soup in China, and the issue had received attention from around 50 million people.

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