The Brief

Have you heard?Every year in China, 73 million sharks are decapitated to make shark fin soup. Almost 800 million minks are skinned alive for their fur. Over 10,000 bears are disemboweled for their gall bladders, to be made into Chinese medicine. But you couldn’t have heard them Because while there have been campaigns to raise awareness, they have mostly fallen on the deaf ears of governments, trade industries and the public. We say enough is enough. We needed a powerful voice to speak up and sound off their cry for help. A spokesperson that simply cannot be ignored.

Creative Execution

Because while there have been campaigns to raise awareness, they have mostly fallen on the deaf ears of governments, trade industries and the public. We then took our message directly to point-of-sale locations of animal-cruelty products -- A shark’s fin restaurant, a fur and leather fashion store, and a traditional Chinese medicine store.

Describe the creative solution to the brief/objective.

We spent three months training three parrots for this task. We taught them how to stand in front of a microphone and speak up for those animals who couldn’t do so themselves. We then took our message directly to point-of-sale locations of animal-cruelty products -- A shark’s fin restaurant, a fur and leather fashion store, and a traditional Chinese medicine store. Our spokes-animals even got on the phone with leaders of government departments and trade industries.

Results

Public awareness of wildlife conservation in China raised by 56%. 79% of consumers interviewed indicated they would stop buying animal-cruel products.