THE LAST WORD

Silver Spike

Case Film

Presentation Image

ClientWWF HK
ProductSAVING THE AFRICAN ELEPHANT
EntrantGEOMETRY GLOBAL Hong Kong , HONG KONG
Type of EntrySectors
CategoryA07. Charities, Public Health & Safety, Public Awareness Messages
TitleTHE LAST WORD
Product/ServiceSAVING THE AFRICAN ELEPHANT
Entrant GEOMETRY GLOBAL Hong Kong, HONG KONG
Idea Creation GEOMETRY GLOBAL Hong Kong, HONG KONG
PR OGILVY PUBLIC RELATIONS Hong Kong, HONG KONG
Production HOGARTH & OGILVY Hong Kong, HONG KONG
Contributing OGILVY & MATHER GROUP HONG KONG, HONG KONG

The Campaign

Change the law by changing the language: Co-creating a new word for ivory. 1000+ new Chinese characters are created annually, so we empowered our audience to create a NEW word for ivory to changes attitudes. A word made up of Chinese characters that would clearly differentiate “tooth” from “tusk” and communicate that buying ivory cost an elephant its life. “The Last Word” was a public education and lobbying effort in one. We invited public submissions for a more accurate word for ivory, judged by an expert academic and artist panel. The new word chosen comprised “elephant” + a brand new character which blended “heart” and “tooth”, emphasizing the critical nature of tusk to an elephant’s life.

Execution

WWF school programs in November'15 engaged teachers, students and parents supported by a homework assignment to create a new word for ivory. Young adults were targeted through Facebook content including a video in December'15 of our campaign ambassador, successful Olympian diver Guo Jingjing (2000-2004-2008 Gold Medallist), inviting word submissions and petition signatures. A microsite gathered petition signatures and new word submissions on a digital sketchpad. Tailored media stories were pitched throughout November-March, targeting education, lifestyle and environmental editors. WWF made direct political representations to identified legislators. In February'16, our panel of linguists, education experts and artists chose the new word for ivory, one that means tusk, not tooth. We are submitting the word now to Chinese dictionaries, ensuring official acceptance of the character in the Chinese language to permanently impact Hong Kong attitudes to ivory.

In January'16 the Chief Executive of HK, C.Y. Leung, announced a total ivory trade ban in Hong Kong. This represented complete success against the awareness and legislation objective. Legislation without educating and changing public attitudes would have been a hollow victory however, potentially even driving the ivory trade further underground. We received over 8,000 new Chinese character submissions and our final petition count was over 70,000, beating the 60,000 target. This result was fuelled by significant media outreach which achieved 5.9 million impressions, covering 80% of the Hong Kong population. In post-campaign research over 50% of past ivory buyers stated they wouldn't repurchase after learning the trade killed elephants. Empowering people with the facts and allowing them to co-create the solution permanently changed Hong Kong people's attitudes for now and generations to come, potentially saving the last remaining elephants from extinction.

The Situation

We used Earned Influence to drive public opinion and submissions that helped lobby the Government of the Hong Kong Special Administrative Region (HKSAR) to change legislation and ban the ivory trade. The plight of African elephants killed for ivory is geographically and psychologically remote for our audience. We used a Chinese language-based concept that relied on influencers, media and social media to provoke submissions and petition signatures. The results pressured the HKSAR Government to announce a ban on the ivory trade.

The Strategy

We identified the most passionate target audience: local Chinese-speaking children/young adults. Vocal, driven to improve Hong Kong’s global image, unafraid to challenge the Government, they admire celebrities who’ve earned Chinese national pride. Facebook is their main media channel. “The Last Word” was a public education and lobbying effort in one. We invited public submissions for a more accurate word for ivory, judged by an expert academic and artist panel. The new word chosen comprised “elephant” + a brand new character which blended “heart” and “tooth”, emphasizing the critical nature of tusk to an elephant’s life. LOBBYING STRATEGY: Change public opinion through education to gather 60,000 petition signatures supporting an ivory trade ban in Hong Kong. This petition would be presented to the Government of the HKSAR to pressure them to introduce new legislation.

Credits

Name Company Position
Julian Hernandez Geometry Global Hong Kong Executive Creative Director
Daniel Comar Geometry Global Asia Pacific Regional Creative Director
Reed Collins Ogilvy & Mather Chief Creative Officer
Mike Pearson Ogilvy & Mather Creative Director
Kitty Tang Ogilvy & Mather Associate Creative Director
Sean Chen Geometry Global Hong Kong Senior Art Director
Paul Sin Geometry Global Hong Kong Art Director
Anastasia Simone Geometry Global Hong Kong Art Director
Jay Lee Geometry Global Hong Kong Copywriter
Angus Lee Hogarth & Ogilvy Senior Producer
Tifa Wang Hogarth & Ogilvy UX Architect
Leslie Cheung Hogarth & Ogilvy Senior Designer
Nick Cheung Ogilvy & Mather Senior Designer
Mikyung Kim Hogarth & Ogilvy Senior Producer
Daniel Edwards Hogarth & Ogilvy Producer
Jayden Wong Hogarth & Ogilvy Producer
Kelvin Tso Timelogue Director
Stuart Howe Hogarth & Ogilvy Senior Editor
Lucy McNally Hogarth & Ogilvy Director Of Photography
David Paysant Geometry Global Hong Kong Managing Director
Harshad Sreedharan Geometry Global Hong Kong Business Director
Olivia Paul Geometry Global Hong Kong Account Manager
Corwin Wong Ogilvy Public Relations Senior Consultant
Michel Wong Ogilvy Public Relations PR Manager
Candace Ngok Ogilvy & Mather Senior Strategist
Anna Chan Ogilvy & Mather Associate Strategist
Anisha Sindher Ogilvy & Mather Community Manager
Claire Chapman Geometry Global Asia Pacific Corporate Communications Director
Links
Website URL