Why is this work relevant for Direct?

When a tigress escaped and reportedly killed 13 people, the news scared most tourists away from Tadoba Wildlife Sanctuary. In spite of increased security and no further incidents, the numbers didn't improve. To correct the perception that Tadoba was unsafe, we showed tourists the ugly truth about humans in stead. Two print ads, made up of real news headlines about the crazy things human beings do, ran right next to the articles about the man-eating tiger. Thus pointing out that animals, in comparison, are much safer. The campaign led to a 470% spike in inquiries and 250% spike in footfalls. 

Background

When a tigress from Tadoba Wildlife Sanctuary in Maharashtra, India escaped and reportedly killed 13 people, the news scared most tourists away. This was the peak of the animal-human conflict in the region, owing to forestland being converted for private development over the years. In spite of increased security and no further incidents, the numbers didn't improve – a big hit to a sanctuary already struggling to sustain itself. Our task was to correct the perception that Tadoba was unsafe and help their safari bounce back. Our objectives were to create a 50% increase in inquiries and 20% increase in visitors.

Describe the creative idea (30% of vote)

The Bad News Campaign – two print ads, strategically placed near the news about the tigress and the region’s animal-human conflict, reminded people that humans are much worse. Made up of real news headlines about the crazy things human beings do, the ads invited people to visit Tadoba Wildlife Sanctuary in a tongue-in-cheek, memorable way with the call to action – “Avoid Humans. Visit Tadoba Wildlife Sanctuary.”

Describe the strategy (20% of vote)

Our target audience were India's urban youth who boast of the largest purchasing power and have also displayed an increasing inclination towards eco-tourism. Using real sensational news headlines and expressive illustration, the print ads led readers to a simple call-to-action – avoid humans, visit Tadoba Wildlife Sanctuary. To maximise impact, the ads were launched in the same section as the news about the tigress and the animal-human conflict in the region.

Describe the execution (20% of vote)

To speak to our desired TG, we needed bold, disruptive and attention-grabbing execution. We found our answer in a unique illustration style that added to the sensation of each headline. Thus, making the print ads hard to ignore and exaggerating our point in an entertaining way. The ads were released in the same section as the news about the tigress, thus attacking our problem head on.

List the results (30% of vote)

The campaign led to a 470% spike in inquiries and 250% spike in footfalls.