Nearly 60 species of birds in Northern India are endangered, threatened or vulnerable on account of trafficking. Despite a ban, trade in rare, wild birds is extensive and flourishing. The domestic market in India consists mainly of households who buy birds in cages for entertainment.

The objective was to get it across to Indian homes that birds belong on trees, not in cages.

We took the traditional bird in a cage toy - which had a bird on one side and a cage on the other. Flipping it created the optical illusion of a bird in a cage - an image literally engraved in the mind of every child who has played with that toy.We replaced the cage with a tree's branch. Flipping it now created the image of a bird on a tree with the messaging 'Put birds back on trees.'

WWF took the activation across schools in New Delhi.

Thousands of schoolchildren not only interacted with the communication in a positive manner but also took it home.A positive feedback has encouraged WWF to carry out the activation in schools across the country.

The modus operandi, to target the most loudest channel of communication in a household – the child.

How we did it? To get our messaging across effectively to the target audience, we put it in a relevant medium - a toy.

WWF organised activations in schools across New Delhi where representatives distributed the toys.