Spikes Asia

Nail Bitting for Rhinos

OGILVY & MATHER BEIJING, Beijing / WILDAID / 2016

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Case Film

Overview

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Credits

Overview

Background

Rhinos are disappearing at an absolutely alarming rate—one every

15 minutes, with extinction just a few years away. But talking about

the rhino’s dwindling numbers didn't help much because Rhino Horn

is thought to be a panacea in China, one that can cure anything

from the common cold to cancer. WildAid faced an increasing

poaching rate with every year, with dwindling numbers of surviving

Rhinos at the same time. So how could WildAid increase awareness

so the masses in China on a less than a massive budget?

Execution

Over a 2-3 week period, we launched the campaign with broadcast

and OOH, with a variety of placements, leaving it to the media

outlets to provide free or nearly free media, due to our NGO status.

All this messaging led people to the mobile site where they could

participate in the campaign by taking a picture of themselves biting

their own nails, and posting to their family, friends and

acquaintances through Weibo and WeChat.

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