Cannes Lions

#ReactAgainstWildlifeTrade

BBDO, Bangkok / WILDAID / 2021

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Overview

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Credits

Overview

Background

Like many markets, trade in wildlife and wildlife products is shifting online. In the last few years, social media has also played a role in fostering the illegal wildlife trade because of the platform’s popularity and reach.

Idea

The series of posters is in response to the increasing market and accessibility of wildlife products on popular social platforms. The #ReactAgainstWildlifeTrade campaign uses a familiar “angry reaction emoji” to illustrate the message that killing endangered species for their parts is unacceptable and this senseless poaching should evoke anger in us all.

Execution

The campaign uses a familiar “angry reaction” emoji to illustrate the message that killing endangered species for their parts is unacceptable and this senseless poaching should evoke anger in us all. The campaign aims to encourage people to REACT against any wildlife trade on their social media channels, putting social pressure on those who are consuming or selling wildlife products.

Outcome

The series of posters was launched through WildAid’s platforms in the U.S, Thailand, Hong Kong and Africa in honor of World Wildlife Day on March 3rd. The posters ask the public to react against wildlife trade by refusing wildlife products and reporting illegal wildlife crime to authorities.

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