Why is this work relevant for Media?

This campaign used the scale and accessibility of media to spread and amplify an important message to the masses. Our OOH ads, campaign video and interactive microsite all worked together to spread the campaign message of raising awareness of the protection of China's sea turtles. Both the online and offline media channels provided a voice and platform for this campaign, the core reason we managed to get an impressive reach of over 475 million OOH views and 18 million online views.

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 creative idea / insights (30% of vote)

Of the seven species of sea turtles, five are found in Chinese waters. But their numbers are being constantly threatened by illegal capture and trade. Fortunately, sea turtles received a boost in conservation priority in China when it was announced they could be upgraded to a protected species later this year. But while this will help at a more governmental level, there still needs to be a greater awareness of the everyday actions that individuals can do (like not using single-use plastics) to help protect sea turtles. Therefore, the aim was to launch a national campaign spanning both online and offline channels which would reach millions and spur them into making a change. This would be encouraged through a celebrity ambassador, an engaging microsite where you could create the embodiment of a sea turtle protector and through sharing on social platforms like WeChat where there's a greater reach and influence.

Describe the strategy (20% of vote)

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 (20% of vote)

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 to portray the determination and dedication of all those involved.

List the results (30% of vote)

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.