注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Saving Africa's Last Wild Rhinos, By Poisoning Them.

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:越南
风格: Minimalism
说明cnen
Relevancy
Vietnam, the world’s number one rhino horn consumer. Newly rich used rhino horn as a status symbol, believing it could cure anything from hangovers to impotence – despite scientific proof it doesn’t. Previous efforts at debunking this myth through education and conservation appeals have not succeeded, and unprecedented demand was leaving rhinos dying in agony and on the verge of total extinction. OUR SOLUTION WAS TO GO BEYOND TRADITIONAL ADVERTISING EFFORTS TO KILL VIETNAM’S RHINO HORN TRADE ITSELF VIA A PROVOCATIVE NEW DIRECT MEDIA TACTIC – POISONED RHINO HORNS.
Strategy
We faced a multi-faceted strategic challenge, targeting not only the general Vietnamese public to challenge their longstanding cultural beliefs – but also those wealthy, powerful individuals and organisations (such as high-ranking members of the conservative socialist government, celebrities and respected CEOs), who were allegedly all illegal rhino horn consumers themselves.Due to this extreme sensitivity of the issue within Vietnam, we conducted campaign research by seeking out and speaking ‘off the record’ with private Vietnamese NGOs and conservation experts, and also combining this information with globally recognised rhino horn consumption data to form our strategy and approach: TO USE THE POWER OF INDEPENDENT MEDIA TO DEBUNK THE DEEP-ROOTED CULTURAL MYTH OF RHINO HORN’S SUPPOSED HEALTH BENEFITS AND ITS VALUE AS A STATUS SYMBOL, BY PROVING POISONED RHINO HORN WAS NOW A DANGEROUS HEALTH HAZARD.
Outcome
Our campaign proved controversial: Within a week of launch our website had been hacked and the socialist Government tried to ban our campaign, labelling it ‘divisive’. Yet with no media spend, we’d already gained over 90 earned national articles with an estimated value of USD $130,000, and also attracted international attention. (While perhaps not significant compared to democratic countries, this result represented the most unpaid exposure any non-Government story has received in recent Vietnamese history.)Bowing to public pressure, the Government (and local NGOs) soon joined us with their own campaigns educating against rhino horn consumption. Since our campaign began… 600 traditional medicine practitioners signed a pledge against using rhino horn (T5G – National Center for Health Communication and Education). And most importantly… fewer than 2% of treated rhinos have been poached (Dr. L. Hern, 2015) and Vietnam’s rhino horn consumption has since declined by 77% (Tuoi Tre Media, 2015)
Campaign Description
We understood the unfortunate reality that Vietnamese rhino horn consumers cared little for an endangered species, or the scientific fact rhino horn is identical to human fingernails. We realised their increasing consumption was based purely on perceived personal benefit. OUR IDEA WAS TO DEVALUE RHINO HORN BY TURNING IT FROM A ‘PRICELESS’ STATUS SYMBOL INTO WORTHLESS POISON. We collaborated with Dr. Lorinda Hern of Rhino Rescue Project to infuse South African rhino horns with a pyrethroid-based solution that’s harmless to rhinos – but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew of the risks: Via a press conference that directly connected Vietnamese media to the horn treatments happening real-time in South Africa, and by plastering warnings throughout Vietnam. We also rallied the international community for donations to extend the horn treatment program.
Synopsis
In Vietnam, rhino horn has been valued for its supposed curative properties for hundreds of years. But as rhino populations have become increasingly endangered, so too has the price of illegal rhino horn risen even higher than that of cocaine or gold. Yet this has only added to its appeal with Vietnam’s growing newly rich, who also use it show off their high social status – and which has directly resulted in Vietnam being identified as the driving force behind illegal rhino poaching in South Africa.With minimal budget, we needed to break through Vietnam’s deep-rooted cultural beliefs and corruption (many high-ranking government officials are allegedly illegal rhino horn users themselves), in order to:-Change the perception rhino horn has health benefits-Lower purchase intention -Gather media support with no media budget at all-Pressure the Government to toughen its act against Vietnam’s rhino horn trade
Client Brief Or Objective
We collaborated extensively with our non-profit partner based in South Africa, in order to gain maximum results within Vietnam on a shoestring budget of USD $15,000.In this way, we were able to gain impressive earned media exposure with NO media budget except USD $500 used to secure the press conference venue.The remaining USD $14,500 was allocated as effectively as possible into cost-effective ‘guerilla-style’ outdoor executions, social media targeting, simple print and digital collateral production, and crowdfunding/fundraising activities.
Execution
We used the poisoned rhino horns themselves as a tactic to directly influence national consumer behaviour against consumption.Launching in April 2015 and with no media budget at all, we held an innovative Q&A press conference that allowed Vietnamese media to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Hern.Simultaneously, we plastered economical yet culturally effective ‘guerilla-style’ health warnings in targeted outdoor locations across Vietnam. While in online, we used targeted social media to further spread the message, and created the hashtag #cuutegiac (save the rhinos) as a more consumer-friendly way to allow the entire nation to get involved with activities of support.Finally, we created a series of multi-lingual, educational print and digital collateral. These were also used to support crowdfunding activities that rallied the international community for donations to extend the horn treatment program.

Strategy
We targeted the Vietnamese public to challenge longstanding cultural beliefs, and also those wealthy, powerful individuals and organisations (such as high-ranking members of the conservative socialist government, celebrities and respected CEOs), who were allegedly all illegal rhino horn consumers themselves.Having identified such a broad target but with virtually no media spend, PR was essential in activating a highly-coordinated media relations effort to generate mass-media coverage from the nation’s most respected publications – going beyond traditional efforts with an innovative Q&A press conference that for the first time allowed journalists to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Lorinda Hern.THIS INNOVATIVE PR APPROACH ENABLED US TO DEBUNK THE DEEP-ROOTED CULTURAL MYTH OF RHINO HORN’S SUPPOSED HEALTH BENEFITS – AND ITS VALUE AS A STATUS SYMBOL – BY PROVING POISONED RHINO HORN WAS NOW A HEALTH HAZARD.
Execution
We used the poisoned rhino horns themselves as a highly newsworthy story to directly influence national consumer behaviour against consumption.Launching in April 2015 and with no media budget at all, we held an innovative Q&A press conference that allowed Vietnamese media to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Hern.Simultaneously, we plastered economical yet culturally effective ‘guerilla-style’ health warnings in targeted outdoor locations across Vietnam. While in online, we used targeted social media to further spread the message, and created the hashtag #cuutegiac (save the rhinos) as a more consumer-friendly way to allow the entire nation to get involved with activities of support.Finally, we created a series of multi-lingual, educational print and digital collateral. These were also used to support crowdfunding activities that rallied the international community for donations to extend the horn treatment program.
Relevancy
Vietnam, the world’s number one rhino horn consumer. Newly rich used rhino horn as a status symbol, believing it could cure anything from hangovers to impotence – despite scientific proof it doesn’t. Previous efforts at debunking this myth through education and conservation appeals have not succeeded, and unprecedented demand was leaving rhinos dying in agony and on the verge of total extinction. OUR SOLUTION WAS TO GO BEYOND TRADITIONAL ADVERTISING EFFORTS TO INNOVATIVELY USE PR & MEDIA RELATIONS TO BROADCAST THE PROVOCATIVE STORY OF POISONED RHINO HORNS – AND KILL VIETNAM’S RHINO HORN TRADE ITSELF.
Campaign Description
We understood the unfortunate reality that Vietnamese rhino horn consumers cared little for an endangered species, or the scientific fact rhino horn is identical to human fingernails. We realised their increasing consumption was based purely on perceived personal benefit. OUR IDEA WAS TO DEVALUE RHINO HORN BY TURNING IT FROM A ‘PRICELESS’ STATUS SYMBOL INTO WORTHLESS POISON. We collaborated with Dr. Lorinda Hern of Rhino Rescue Project to infuse South African rhino horns with a pyrethroid-based solution that’s harmless to rhinos – but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew of the risks: Via a press conference that directly connected Vietnamese media to the horn treatments happening real-time in South Africa, and by plastering warnings throughout Vietnam. We also rallied the international community for donations to extend the horn treatment program.
Outcome
With a controversial story comes impact: Within a week of launch our website was hacked and Vietnam’s socialist Government tried to ban our campaign, labelling it ‘divisive’. Yet with no media spend, we’d already gained over 90 earned national articles with an estimated value of USD $130,000, attracted international attention, and exceeded KPIs by over 300%. (Perhaps not significant compared to democratic countries, yet representing the most unpaid exposure of any non-Government story in recent Vietnamese history.)Bowing to public pressure, the Government (and local NGOs) joined us with their own campaigns educating against rhino horn consumption. Since our campaign began… 600 traditional medicine practitioners signed a pledge against using rhino horn (T5G – National Center for Health Communication and Education). Most importantly… fewer than 2% of treated rhinos have been poached (Dr. L. Hern, 2015) and Vietnam’s rhino horn consumption has since declined by 77% (Tuoi Tre Media, 2015)
Synopsis
In Vietnam, rhino horn has been valued for its supposed curative properties for hundreds of years. But as rhino populations have become increasingly endangered, so too has the price of illegal rhino horn risen even higher than that of cocaine or gold. Yet this has only added to its appeal with Vietnam’s growing newly rich, who also use it show off their high social status – and which has directly resulted in Vietnam being identified as the driving force behind illegal rhino poaching in South Africa.With minimal budget, we needed to break through Vietnam’s deep-rooted cultural beliefs and corruption (many high-ranking government officials are allegedly illegal rhino horn users themselves), in order to:-Change the perception rhino horn has health benefits-Lower purchase intention -Gather media support with no media budget at all-Pressure the Government to toughen its act against Vietnam’s rhino horn trade
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
设计:
客户经理:
剪辑:
其他职位:Associate Creative Director: Huy Anh Lee
Head of Content & Media Relations: Hoai Nam
Graphic Designer: Phu Hai
Co-Founder: Lorinda Hern
Associate Creative Director: BJ Galinato
UX Consultant: Thai Binh Duong
奖项
戛纳国际创意节 2016
铜奖 公关活动
Media Relations
戛纳国际创意节 2016
入围 直效
Low Budget Campaign
戛纳国际创意节 2016
入围 直效
Charities & Appeals
戛纳国际创意节 2016
入围 直效
Use of Ambient Media: Small Scale
最新更新
加载中...
赞助商