Brief Explanation

Our target audience had little or no knowledge about this problem. So the strategy was to find a simple, surprising way to convey their suffering. We decided to highlight the cruel transportation method. The idea is to show this on stamps–, a media that also traversed borders.

The Brief

Illegal cross-border wildlife trafficking remains a serious issue worldwide, fuelled by rising affluence and demand for animal parts and exotic pets. A part of the cruel trafficking process is transportation, when smugglers brutally cramp them into small, dark spaces to avoid detection. Up to 60% of these animals die in the cruel process of trafficking. ACRES (Animal Concerns Research & Education Society) wanted to draw attention to this trafficking problem.

How the final design was conceived

To dramatise the suffering of the animals, we needed a space that was cramped. A stamp was the solution. Furthermore, stamps travel across countries,– just like animals which are trafficked, making it the perfect media space to reinforce our message.

Indication of how successful the outcome was in the market

The stamps were very well-received by recipients, with requests for additional copies. People who received the stamps, whether through ACRES or by mail, wanted to find out more about the trafficking issue. Traffic to the website also increased during the campaign period.