We designed a series of simulated lotteries, featuring the prize of 1 million RMB. To win the money, you had to have the endangered species shown at the scraping area. When people scraped the lotteries, they could only see livestock like pigs, ducks and chickens. The simulated lotteries were distributed near lottery purchase centres, and included in direct mails, tickets to the zoo and tickets to lectures etc., extending the area of coverage.

1. Over 1,200,000 people were involved.2. 95% of them said this activity was interesting and impressive.3. 93% of the people interviewed said they would never eat wild animals or buy accessories made from them again.4. More than 30 major media, including TV stations, newspapers and websites covered and followed up the activity.5. The number of visitors to the WCS website increased about 155%.6. The total cost of the activity was less than 500 USD.