The Campaign

The ‘tropical rainforests of Thailand jigsaw puzzle’ aims to communicate a clear and shocking picture of the crisis of deforestation. We brought the crisis home with an everyday object that everyone is familiar with: a jigsaw puzzle. Awareness is created through the hands-on experience of taking 3 hours to complete the jigsaw and seeing the message that a rainforest area the size of 138 soccer fields will have been cut down forever.

Creative Execution

We used the occasion of International Day of Forests to create a limited edition jigsaw puzzle. On the outside of the box is a beautiful image of a lush and beautiful tropical rainforest. However, during the 3 hours it takes to assemble the jigsaw, the audience sees a tragic picture of a destroyed forest with only tree stumps and dead land. The jigsaw reveals the fact that, in the 3 hours it takes to complete the puzzle, 138 soccer fields of rainforest will have been deforested. The jigsaw puzzles were sent to Thai opinion leaders calling for their support in spreading awareness of this critical issue to the general public, and to ask for donations to be used to support the forest rangers and increase their effectiveness in the wild to reassembled the shattered state of Thailand rainforests.

Results

“Jigsaw Puzzle” created massive impact that went beyond awareness, and was able to transform the general public into proactive supporters. • Influential opinion leaders from various fields helped spread the word • 300,000 social media participations nationwide within 1 week • USD 368,764 worth of earned media. • 93% of participants across social networks urged the foundation to mass produce the limited Jigsaw Puzzle for them to purchase so that they can support the cause. All this with zero media cost.

‘Jigsaw Puzzle’ turned opinion leaders and the public into supporters of forest conservation, a central objective of the brand. In getting the public to be aware of the issue, opinion leaders experienced the truth about deforestation through the ‘Jigsaw Puzzle’; in the 3 hours it takes to complete, a rainforest area the size of 138 soccer fields will have been cut down. This campaign turned the public into supporters, with 300,000 social media participation, 93% of participants across social network urge the foundation to massify the limited Jigsaw Puzzle for them to purchase and support the cause.

The target audience are opinion leaders and the general public who know little about the deforestation crisis in Thailand, yet have power to influence and spread awareness. However, simply informing them alone is inadequate to cut through the messaging clutter and provoke action. The strategy was to connect an everyday, familiar task of spending time doing a jigsaw puzzle with the crisis. Opinion leaders received a limited edition jigsaw puzzle and, once they assembled it, discovered shocking facts behind such a familiar object. This made a viral and a public relations impact, and was a powerful approach to transform the mass public into active supporters who expressed their willingness to purchase the jigsaw - once available for purchase - to help solve the deforestation issue.