Problem

The illegal wildlife trade is one of the greatest threats facing the planet. Despite the increase in poaching and smuggling, people still possess a “don’t know, don’t care” attitude towards the problem.

Solution

The pain and claustrophobia the animals suffer during the smuggling process was amplified through digital billboards, mobile and social media. An immersive 360° experience exposed the brutal behind-the-scenes and empowered people to take a stand via a simple call-to-action: ChangeTheirFate.sg.

The campaign ran from 10 March to 6 April 2016 on bus shelter billboards and in-train panels islandwide, as well as on mobile and social media. Using subtle movements of agony, the visuals cut through the noise and intrigued and engaged audiences within 3-seconds. A simple call-to-action -- ChangeTheirFate.sg -- took audiences to a gyrometer- and accelerometer-activated 360° web-app that exposed the brutal and endless cycle of death of the illegal wildlife trade. Audiences were given an opportunity to immediately take a stand by “Changing Their Fate,” which switched the experience to show a brighter future - a cycle of life. A microsite also supported the mobile experience, highlighting other endangered species trapped in the illegal wildlife trade, and provided information about how audiences can make a difference.