Brief Explanation

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.

The Brief

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.

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

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.

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

We printed one thousand copies of Fragile Friends, had them delivered to more than 50 international kindergartens and let the teachers tell Animals Are Fragile to children through lively teaching. The message is well conveyed to the children through the vivid pictures, brief demonstrations, and a interesting way of storytelling.