Spikes Asia
OGILVY & MATHER BEIJING, Beijing / WILDAID / 2016
Awards:
Overview
Entries
Credits
Background
Rhinos are disappearing at an absolutely alarming rate—one every
15 minutes, with extinction just a few years away. But talking about
the rhino’s dwindling numbers didn't help much because Rhino Horn
is thought to be a panacea in China, one that can cure anything
from the common cold to cancer. WildAid faced an increasing
poaching rate with every year, with dwindling numbers of surviving
Rhinos at the same time. So how could WildAid increase awareness
so the masses in China on a less than a massive budget?
Execution
Over a 2-3 week period, we launched the campaign with broadcast
and OOH, with a variety of placements, leaving it to the media
outlets to provide free or nearly free media, due to our NGO status.
All this messaging led people to the mobile site where they could
participate in the campaign by taking a picture of themselves biting
their own nails, and posting to their family, friends and
acquaintances through Weibo and WeChat.
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