IVORY LANE

TitleIVORY LANE
BrandWWF-SINGAPORE
Product / ServiceIVORY BAN
CategoryG03. Single Market Campaign
EntrantWWF SINGAPORE, SINGAPORE
Idea Creation WWF SINGAPORE, SINGAPORE
Media Placement WWF SINGAPORE, SINGAPORE
PR WWF SINGAPORE, SINGAPORE
Production WWF SINGAPORE, SINGAPORE

Credits

Name Company Position
Firdaus Sani WWF-Singapore Marketing Communications Manager
Janissa Ng WWF-Singapore Content Manager
Lotika Mehta WWF-Singapore Campaigns Manager
Kim Stengert WWF-Singapore Chief, Strategic Communication & External Relations

Why is this work relevant for Direct?

The Ivory Lane campaign was created on the belief that public debate is the most effective way to unite people and push for legislative change. As the campaign unfolded, it revealed people’s opinions on critical issues surrounding Singapore’s ivory trade, from the legality of ivory shops, to excuses used by ivory traders. The launch of the fictitious shop created strong reactions about the existence of ivory shops in Singapore. A public statement put out by the brand’s founder created even more public outrage regionally. After the real intent of the campaign was revealed, illegal wildlife trade became a global talking point.

Background

The ivory trade is a non-issue for many Singaporeans. Indeed, international trade was banned almost 20 years ago. To many, what’s left is a small legal domestic trade; back-room shops, antiquated traditionalists with limited ivory stock. Signs of a backward and shady practice. Perhaps hardly an issue that can attract thousands to demand a change to Singaporean law. But, the hard truth is our domestic trade contributes to a crisis in which 1 African elephant is killed every 25 minutes . It legitimizes and normalizes the killing of elephants for ornaments or jewelry. Our laws are driving the most endangered animals to extinction. And the trade is happening now; on our streets, in our malls and online. So we gave it a modern face to drive clicks and interest. An online presence and a brand fit for our social feeds, pop culture …and regrettably our current laws. We called it Ivory Lane. A website which pretended to sell ivory jewelry and a social presence to promote it.

Describe the creative idea (30% of vote)

Affluence and luxury drive demand for illegal wildlife products and created a global poaching crisis. Tapping into these very values that drive the illegal trade, Ivory Lane was positioned as a luxury fashion brand. The brand’s modern range of accessories became a thin veil that hid the ugly truths behind the creation of each product. While most people in Singapore cared about wildlife, less were aware of the issues surrounding the ivory trade. Ivory Lane tapped into one thing that most people in Singapore cared and talked about - shopping. By using a fashion brand as a vehicle to question the legality of ivory, Ivory Lane shed light on an issue that had always been right under our noses since the first international ban on ivory started, 28 years ago.

Describe the strategy (20% of vote)

Affluence and luxury drive demand for illegal wildlife products and created a global poaching crisis. Tapping into these very values that drive the illegal trade, Ivory Lane was positioned as a luxury fashion brand. The brand’s modern range of accessories became a thin veil that hid the ugly truths behind the creation of each product. While most people in Singapore cared about wildlife, less were aware of the issues surrounding the ivory trade. Ivory Lane tapped into one thing that most people in Singapore cared and talked about - shopping. By using a fashion brand as a vehicle to question the legality of ivory, Ivory Lane shed light on an issue that had always been right under our noses since the first international ban on ivory started, 28 years ago.

Describe the execution (20% of vote)

Ivory Lane's brand presence and visuals were carefully crafted to highlight the true cost of the ivory trade while selling the concept of luxury. Savannahs and African elephants were marketed together with editorial campaign images. To give the brand visibility and credibility, WWF worked with fashion media partners and social media influencers to spark public discussions around Ivory Lane. Following negative public reactions, Ivory Lane further stirred debate with a public statement by its fictitious founder defending the legality of Ivory Lane, adopting the same arguments as real ivory traders. Within 24 hours, the statement led to an uproar reported by local and regional media. Overnight, Ivory Lane became a mainstream conversation, creating debates about the legal issues surrounding local laws. Within a week, WWF-Singapore revealed its involvement behind the campaign. This hit global news headlines, turning attention from a fashion brand into a worldwide conversation: global ivory trade.

List the results (30% of vote)

The Ivory Lane campaign sparked outrage and conversation across a wealth of media channels and platforms. It reached 250,000 people in 6 days by the time we revealed its purpose to highlight the trade and call on a ban. By the end of the campaign we had triggered a public consultation, which ultimately led to a change in Singaporean law. An outright ban in the trade of ivory by 2021. A ban that makes no exceptions in the closure of the domestic ivory trade. This actually places it ahead of similar bans around the world and carries global significance given Singapore’s role as a transshipment hub. The announcement also came days before 183 governments meet at the 18th Conference of the Parties (CoP18) to the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). The stringent ban is a clear signal to the world that Singapore does not tolerate the trafficking and trade of ivory. It also proves how effective WWF can be through creativity and brings to life our mission to live in harmony with nature. The stories that ran in the media highlighted the legality of ivory as an issue and started a vociferous public debate that addressed an urgent need to strengthen local laws. The Ivory Lane campaign sparked outrage and conversation across a wealth of media channels and platforms. It reached 250,000 people in 6 days by the time we revealed its purpose to highlight the trade and call on a ban. By the end of the campaign we had triggered a public consultation, which ultimately led to a change in Singaporean law. An outright ban in the trade of ivory by 2021. A ban that makes no exceptions in the closure of the domestic ivory trade. This actually places it ahead of similar bans around the world and carries global significance given Singapore’s role as a transshipment hub. The announcement also came days before 183 governments meet at the 18th Conference of the Parties (CoP18) to the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). The stringent ban is a clear signal to the world that Singapore does not tolerate the trafficking and trade of ivory. It also proves how effective WWF can be through creativity and brings to life our mission to live in harmony with nature. The stories that ran in the media highlighted the legality of ivory as an issue and started a vociferous public debate that addressed an urgent need to strengthen local laws.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

The ivory trade is a non-issue for many Singaporeans. Indeed, international trade was banned almost 20 years ago. To many, what’s left is a small legal domestic trade; back-room shops, antiquated traditionalists with limited ivory stock. Signs of a backward and shady practice. Perhaps hardly an issue that can attract thousands to demand a change to Singaporean law. But, the hard truth is our domestic trade contributes to a crisis in which 1 African elephant is killed every 25 minutes . It legitimizes and normalizes the killing of elephants for ornaments or jewelry. Our laws are driving the most endangered animals to extinction. And the trade is happening now; on our streets, in our malls and online. So we gave it a modern face to drive clicks and interest. An online presence and a brand fit for our social feeds, pop culture …and regrettably our current laws. We called it Ivory Lane. A website which pretended to sell ivory jewelry and a social presence to promote it.

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