The idea is "The Tape Pledge". We team up with Suning - one of China's largest online retailer - to create a campaign that combines e-commerce channels and interactive design.

The specially designed adhensive tape becomes an interactive medium, with a sandwich structure and prints of wild animals all that are most hunted because of their “valuable” body parts to Chinese consumers. When the tape is cut open, a small amount of red paint “bleeds out” from the printed ivory, shark fin or rhino horn. Scan QR code to open the HTML5 page, where consumers can read more about how these animals are crucial to our planet’s eco-balance.

Five versions of the "Pledge Tape" was created, each printed with a type of wild animal that is becoming distinct because of their parts of "great value" to illegal hunters in China: elephant, shark, rhino, tiger and pangolin.

On 1st April 2017, these "Pledge Tape" went into the market with Suning's massive logistics network across China's 2856 counties. When an online shopper receives a deliver package taped with our "Pledge Tape", he/she is invited to make a pledge of "No Purchase, Don't Become An Animal Slayer".

At the same time, "The Tape Pledge" campaign site goes online on gongyi.ifeng.com, China's most popular online media for public welfare, as well as ifeng's related SNS accounts (WeChat, Weibo & mobile App).

The distribution of the "Pledge Tape" by Suning is planned till the end of 2017.

The campaign has been launched for almost a month and will continue till the end of 2017. For the past few weeks:

- Page view of gongyi.ifeng.com has gone up

- Favorability of Suning, both their brand image and logistics, has gone up

- The idea of protecting distinct animals is implemented with the action of online purchases, at the same time achieving the most effective communication

- The fun and interactive tape has earned recognition and favor of all consumers.