The script is where it all begins.So that’s where we sent our message. We decided to use an old function and put it to new use. We altered the WORD AutoCorrect function so when a creative types ‘“ape,” “monkey,” “chimp” or “gorilla” it completes the sentence with our message.A link was provided to lead our target to a website where they could find out more about the subject, pledge not to use apes in advertising and spread the message through social and professional networks.

Only one little sentence with our message was installed through IT-Departments centrally on thousands of computers worldwide, causing 6148 advertisers to pledge not to use real apes in ads. So far, we placed our message in over 270 agencies, creating a 100% effective prevention tool that solved the problem at the root, as well as creating industry-wide awareness. The cost of this campaign: $250.