The digital billboards amplified the pain, suffocation and claustrophobia the animals suffer during the smuggling process by using subtle movements of agony to intrigue and engage audiences. Featuring a Yellow-crested Cockatoo and a group of Sunda Pangolins crushed against the screen struggling feebly for freedom, it mirrored real-life wildlife confiscations. A simple call-to-action -- ChangeTheirFate.sg -- took audiences to a gyrometer- and accelerometer-activated 360° web-app. This showcased an immersive experience that exposed the brutal and endless cycle of death. 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.

The campaign ran from 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.

The campaign generated on-ground and online buzz that continues to grow.

- 25K Pledges

- 5019 Facebook Shares

- 429K Facebook Views

- 14k Reactions

News of our campaign has also travelled further afield, with worthy mentions in Campaign Asia Magazine, Campaign Brief Asia, Digital Market Asia, Mumbrella, Marketing Interactive, The Stable, The Drum, Adland TV and Inspiration Room.