From tigers to elephants, earth’s wildlife is under severe threat. Wildlife SOS, is one such animal welfare organization that has dedicated itself towards the mission of saving wildlife. However, to achieve this herculean task the organization faced one problem; lack of volunteers.

The solution was aimed to not only encourage people to become Wildlife SOS volunteers, but educate them that the responsibility of preserving the wildlife lied in our hands. In the radio spots we tried to convey that while humans might be fighting for their rights around the world, animals can't fight for theirs. The onus is on us.

The solution was aimed to not only encourage people to become Wildlife SOS volunteers, but educate them that the responsibility of preserving the wildlife lied in our hands. In the radio spots we tried to convey that while humans might be fighting for their rights around the world, animals can't fight for theirs. The onus is on us.

We devised a series of radio campaigns that ran for 2 months period which were virtually an SOS signal from the wildlife to us. We tried to build empathy amongst its target group to understand that animals can't stand up for their rights and their involvement is essential. For this, the creatives of campaign drew analogy with various instances of both contemporary and historical human rights movements like the Occupy Wall street, 'Tank Man' etc, with which people could relate to.

The radio campaign achieved favorable results for our client Wildlife SOS with an average response rate of 58%.

While the number of short-term volunteers rose by 67%, the number of long-term volunteers increased by 49%. There was a 118% increase in the website traffic.

Besides achieving it's main objective of calling volunteers, the campaign also resulted in a sharp rise in donations and sponsorships pouring in and sale of its merchandise.