The Brief

According to the UN Environment Program, every 8 minutes a wildlife species disappears from the world. This rapid rate of extinction is shocking. Illicit demand for wildlife products was also accelerating the extinction rate -- especially for tigers, rhinos and elephants. WWF-TRAFFIC wanted to draw attention to these vanishing animal species in China, a country not know for wildlife conservation. The goal was not just public awareness but rather to get the authorities - i.e. China State Forestry Administration to commit stronger action against the illegal wildlife trade. Because in China, things get done faster when there is government intervention.

Describe how the promotion developed from concept to implementation

We got a contemporary Chinese artist to highlight the plight of the rapidly vanishing species. He specializes in drawing calligraphy paintings using water, on pavement. This style of painting is very much practiced in China, and is often found outdoors in parks and town squares. He took to the streets of Shanghai and created a series of ephemeral "8-minute animals", painted with water. Because when the public start gathering on the streets, the Chinese government pays close attention.

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

The objective was met, as the China State Forestry Administration saw the "8-minute Animals" campaign. The authorities were moved by the paintings and communicated to WWF-TRAFFIC that they will table stronger measures against illegal wildlife trade in their 2014 National Agenda. To date, all Chinese passengers on outbound flights are sent text messages warning against buying illicit wildlife goods, with more arrests being made against wildlife smugglers and contraband products seized.

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

The water paintings of animals was relevant because they would evaporate in around 8-minutes. Much like the real animals that are rapidly disappearing around the world. The audience would see this happening right before their very eyes, thus driving home the sense of loss, and the message effectively, that Time is fast running out.