The Brief

IFAW wants to let more people know and recognize the viewpoint - "Animals are fragile". So how to realize it? We found it’s harder to change existing opinions of adults, and to cultivate children’ sense of animal protection is easier and more effective. So, we chose children’s favorite way of communication, designed a picture book – Fragile Friends. On each page, face of the extinct animals is partly hollowed out. And through overlapping, they share one fragile logo as their nose. The children learn that “Animals Are Fragile” through lively teaching. The children taught the parents not to eat venison, nor to purchase fur and wildlife products by their children.

Creative Execution

Raising animal protection awareness of Chinese people, to let them know how urgent and severe the situation is, and really act to protect them. In China, children have a say to a large extent in the family. It’s always harder to change existing opinions of adults, so we start to consider, why not cultivating children’ sense of animal protection to affect their parents? It’s not only easier, but also more effective. To achieve that, we chose to influence the parents by their children. And use the picture as the media, let more and more people learn the short fact “Animals Are Fragile”.

Describe the creative solution to the brief/objective.

We found the “fragile” logo is quite similar to the noses of mammals, at that, the idea "Animals Are Fragile" was born. It's always harder to change existing opinions of adults, while cultivating children’ sense of animal protection is easier. So, we chose children's favorite way of communication, designed a special picture book - Fragile Friends.

Results

We printed two versions in Chinese and English, one thousand copies of Fragile Friends, had them delivered to more than 50 kindergartens.Over 10,000 children realized this point of view“Animals Are Fragile”through lively teaching, their awareness of animal protection is raised. And they become the ambassador and life protector of these endangered animals. The parents are advised not eat venison, nor by fur and animal products by their children. The children became the teachers this time.