United Nations

Make wildlife crime personal

Topics
Behaviour change
Storytelling
Biodiversity
Services
Visual identity
Creative campaigns

We helped UN Environment Programme reach a billion people with a galvanising campaign to help end wildlife crime.

The example of Cecil the lion showed that advocacy is compounded by simply giving animals a name.

Challenge

The illegal trade in wildlife is driving species to the brink of extinction. UN Environment wanted our help to stop it. The illegal trade thrives on ignorance and indifference, so we asked ourselves: how do you get people hooked?

A celebrity ambassador was chosen from every continent on the planet.

Solution

We developed Wild for Life, a multi-channel campaign to get people to connect with their own inner wildness. Through our engagement mechanism, we got millions of people the world over to take quiz to find their ‘kindred species’ – a chance to really show their wild side.

Impact

With a powerful creative campaign, and global celebrities like Neymar and Gisele on board, our message reached 1 billion people, with over 3 million people pledging to take action (especially across Asia). Wild for Life went to The Hermes Creative Award, the Webby People’s Choice Award, and was named among the top 10 most influential advocacy campaigns in China by Weibo.

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