1) To help the organisation build a self-sustaining fund raising model.2) Give the traditional tribe of bear handlers (Kalandars) an alternate means of earning a livelihood, to put an end to their poaching of Sloth bears and their subsequent cruelty towards the animals.3) Create awareness about the plight of Sloth bears amongst the urban affluent, so that it became easier to persuade them to help raise funds.

We created a business module that went beyond conventional awareness, generating advertising.Kalandars who gave up the bears were taught a new skill. Making stuffed bear toys. To popularise the toy amongst urban affluent - we created a event in an upmarket mall. We used multiple media to drive traffic to the event.Each bear toy had a chain around its muzzle. Buyers symbolically removed the chain from the toy before taking it home.

117 Kalandar families are being rehabilitated with this project.Each bear was priced at Rs. 400. On the first day we sold 216 bears.

Wildlife SOS now has a permanent space at the mall to sell products made by the Kalandars.

The e-mailers have received 25,000 clicks so far.

In three months, the activity has paid for itself and started generating funds to help the ngo and for sustainable livelihood of the Kalandars.The reply back coupons helped Wildlife SOS get 1500 names for its mailing list.

Wildlife SOS is in the business of protecting animals. Our creative execution broke a viscious cycle of poaching and cruelty towards bears. The creative execution went beyond awareness generating ads. Besides being a business model, our idea made our audience aware of the bears suffering. It also made them feel empowered. By taking a stuffed toy home they were actually contributing to set a tortured animal free.We used a mockup of the bear to help protect the bear.