Write a short summary of what happens in the ambient or digital execution or campaign.

Unfounded rumors, including misguided medical beliefs and superstitions, have pushed rhinos, elephants and pangolins to the brink of extinction especially in Vietnam. For example, drinking rhino horns to cure cancer, wearing ivories to scare away ghosts or consuming the meat and scales of pangolins to boost libido and cure diseases. During Lunar New Year, when many Vietnamese people were visiting pagodas to pray in front of Buddha gods for a peaceful and healthy year ahead, we gave these suffering animals a chance to do the same. In the pose of kneeling, we created statues of these heavily wounded animals and let them pray among pagoda visitors across the country during the Lunar New Year. The purpose was to shock the entire nation into a mass conversation that urges everyone to answer these animals’ prayers, by rethinking all the unfounded rumors that have been endangering them.

Cultural/Context information for the jury

Lunar New Year is when most of Vietnamese people visit pagodas to pray for a peaceful and healthy year ahead, including many people who happen to believe in miracle cures from wildlife products. The launch of our campaign also took place during Tsethar (Life Release Day), leading up to the new year when everyone is supposed to save or release various types of animals in hope of gaining good karma and good fortune in their lives. The wounded animals standing next to them praying in front of the same Buddha god was truly effective in terms of timing, location and frame of mind of the target segment.