Wildaid: Tiger

In honor of World Wildlife Day on March 3rd, WildAid is launching a series of print ads via BBDO Bangkok, highlighting endangered species from the result of poaching to meet consumer demand for wildlife products such as elephant ivory, rhino horns, shark fin, tiger parts and helmeted hornbill casques. The campaign features five species and ask the public to react against wildlife trade by refusing wildlife products and reporting illegal wildlife crime to authorities. Like many markets, trade in wildlife and wildlife products is shifting online. TRAFFIC's monitoring of 31 websites and e-commerce platforms in China between 2012 and 2016 found ivory was the most-advertised wildlife product (60%), while rhino horns and associated products were the second most-traded products (20%). 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. A more recent study in Indonesia, Thailand and Vietnam recorded 2,489 ivory items for sale in 545 posts on social media platforms over the span of just five days in July 2019. The series of print ads launched through social media is in response to the increasing market and accessibility of wildlife products on popular platforms. The concept of the advertisements was developed pro bono by BBDO Bangkok, Thailand’s leading creative and advertising agency. 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. The campaign was developed based on WildAid’s slogan “When the buying stops, the killing can too,” with an aim 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.