Background

We were asked to partner with WildAid China to devise, design and develop a public-awareness campaign. The aim of the initiative was to highlight the everyday actions all individuals can take to help protect sea turtles. This campaign had to span online and Out-of-Home ads with a strong social media element. We also aimed to create a powerful campaign video with actor and activist Eddie Peng.

Describe the strategy

The key purpose of the campaign was to raise awareness, to educate and to make people pay attention. The most important goal was to highlight the small yet effective actions individuals can take towards the conservation and protection of sea turtles. In order to raise and spread awareness on a broad scale, we created a microsite encouraging individuals to create their own Sea Turtle Warrior avatar and publicly pledge their support to the cause on WeChat. This gave the public an easy way to get involved and the WeChat platform ensured a further reach. We featured Asia’s heartthrob Eddie Peng in the video as this celebrity endorsement ensured further recognition and awareness of the cause. The campaign was a visceral auditory-visual experience that left a real impression on the public, creating a bolder, more creative take on the typical PSA campaign.

Describe the execution

We partnered with WildAid China to create and produce an end-to-end public-awareness campaign for Greater China. The OOH ads were spread throughout 12 major Chinese cities and the whole campaign lasted from September till the end of 2020. We shot and edited a campaign video and a series of KVs with Taiwanese actor and activist, Eddie Peng. The film was powerful, thought-provoking and moving with a stunning projected backdrop of sea turtles in their natural habitats. We also created an engaging WeChat microsite which invited visitors to show their support by creating a turtle-guardian avatar to share alongside a pledge such as committing to using less single-use plastic. The avatar was then added to a graphic depicting the growing chain of warriors—a symbolic way to create a sense of community and portray the determination and dedication of all those involved.

List the results

The campaign had an impressive reach of over 475 million OOH views across 12 cities and over 18 million views online, while the H5 drew close to twenty thousand participants and is still growing.