SPOKESANIMAL

TitleSPOKESANIMAL
BrandHUAXIA ANIMAL PROTECTION FOUNDATION
Product / ServiceANIMAL PROTECTION FOUNDATION
CategoryB04. Public Service, Charity & Fund Raising
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Sales Promotion/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA

Credits

Name Company Position
Michael Dee DDB China Group Chief Creative officer
Victor Ng DDB China Group Executive Creative Director
Jody Xiong DDB China Group Creative Director
Victor Ng, Jason Jin DDB China Group Copywriter
Jody Xiong, Cong Ding, Jack Xuan DDB China Group Art Director
Jody Xiong DDB China Group Illustrator
Jody Xiong DDB China Group Designer
Jody Xiong DDB China Group Typographer
Jenny Liu DDB China Group Planner
George Ooi, Rico Zhang DDB China Group Agency Producer
James Chen DDB China Group Print Production Director
Chongwen Zhu Happy film Production House Producer
Keno Zhao Refine Images Photographer
Qingsong Liang Happy film Director
Qiu Bo Director

The Brief

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. Help milions of others suffering in silence.

Describe how the promotion developed from concept to implementation

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. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.