The Campaign

Chinese have a special calendar book with a history of over 2000 years, called the Lunar calendar. Basically, Chinese believe it more than Wikipedia or NASA, it’s even used to tell couples which day is good for marriage. Most importantly, there’s a chart of incompatible foods. The elders take it as dietary guidelines and brought up constantly to teach their own grandchildren. Therefore, we decided to use this millennia-old wisdom to fight against the flaunty dietary habit. Because shark fins contain excessive levels of mercury, it can be presented as forbidden, and incompatible with everything.

Creative Execution

In order to publicize our “Incompatible Fin Combinations chart” stickers more powerfully, we invited children to draw a series for the stickers, and tell their grandpas and grandmas: because shark fins contains mercury, no matter what it goes with, you will get poisoned. Thus making the campaign more rendering. Chinese New Year is an important moment when consuming shark fins occurs most, we launched our stickers on WildAid Facebook page and spread on Line app right before New Year eve, offering the masses to download them for free; by adding New Year greetings and caring words, elders were willing to read through the message within them and share to others. It has become the most suitable communication material for the occasion.

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

WildAid’s official fan page got 50% more new fans after the launch. We gained mass Likes and comments, and even shares on their own facebook; at the same time on LINE app, people loved to use them for greetings during the Spring Festival, it’s a more amiable way to remind friends and family not to let shark fins appear on the table. Through impactful surroundings to influence people from believing to behavior changing.

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

Chinese New Year is an important moment when consuming shark fins occurs most. To change people's behavior, we have to change their mindset before the more and more fin consumption happens.While elders are used to sending Line stickers but no one’s ever designed stickers that are meaningful to them; by spreading out our FIN combinations stickers during this period, when people are most sensitive with the Lunar religion, the elders can truly participate in the social media epidemic, thus creating a widely shared result and relationship activating effect.

Prestigious habits versus a 2000-year-old belief, inside elders' smartphones. Mobile has been widely use in this digital era, nearly 98% of 50-yrs-up elders keen to use LINE app, and send stickers as greetings with each other every day, stickers are the way they converge with others. They call it “Elder Stickers”. We took advantage of an “old and new” social behavior. We made LINE stickers with incompatible “fins” chart, and let the message go viral among elders. Sharks went in elder’s smartphones instead of their stomachs!