The #ReactAgainstWildlifeTrade campaign conceived pro bono by BBDO Bangkok for WildAid uses a familiar “angry reaction” emoji to illustrate the message that killing endangered species for their parts is unacceptable and this senseless poaching should evoke anger in us all. The campaign was developed based on WildAid’s slogan “When the buying stops, the killing can too,” with an aim to encourage people to REACT against any wildlife trade on their social media channels, putting social pressure on those who are consuming or selling wildlife products.
The series of advertisements launched through social media today 3rd March 2021 (International Day of the Wildlife) is in response to the increasing market and accessibility of wildlife products on popular platforms.
The advertisements released today feature the five species and ask the public to react against wildlife trade by refusing wildlife products and reporting illegal wildlife crime to authorities.
The series of advertisements will be launched through WildAid’s platforms in the U.S, Hong Kong and Thailand.
Bloody trade between $7 to $23Bn worth each year, dangerous for human health and now shifting online
The United Nations estimates that global illegal wildlife trade is worth between $7 and $23Bn a year, making it the fourth-largest illicit trade after arms, drugs and human trafficking. The trade puts not only biodiversity and endangered species at risk, but also our health and economies, as highlighted by the recent COVID-19 outbreak which likely emerged from a live animal market.
The illegal wildlife trade is a multi-billion dollar global industry largely driven by consumer demand in expanding economies. The demand for illegal wildlife is highest in Asia, where owning or consuming wildlife products is reflective of status, wealth, or purported health benefits.
In the last few years, social media has also played a role in fostering the illegal wildlife trade because of the platform’s popularity and reach. A more recent study in Indonesia, Thailand and Vietnam recorded 2,489 ivory items for sale in 545 posts on social media platforms over the span of just five days in July 2019.
Like many markets, trade in wildlife and wildlife products is shifting online. TRAFFIC’s monitoring of 31 websites and e-commerce platforms in China between 2012 and 2016 found ivory was the most-advertised wildlife product (60%), while rhino horns and associated products were the second most-traded products (20%).
For 20 years, WildAid has been campaigning to end the demand for illegal wildlife products using the same technique as top advertisers and delivering high-impact media campaigns. The campaigns are featured on broadcast television and radio, on trains and airplanes, at bus stops and subway stations, and on online platforms, adapting to shifting trends in the wildlife market.
Every small action counts
“WildAid’s campaigns are designed keeping in mind cultural and consumer insights, and the latest trends for maximum impact. As a result, there have been significant drops in prices and consumption of endangered species products, such as ivory, rhino horn and shark fin,” said John Baker, Chief Program Officer at WildAid. “We hope that these ads will continue to help increase unacceptability of trading and posting wildlife products online, as well as offline.”
“We are proud to support WildAid in its fight to help protect endangered wildlife,” said Somkiat Larptanunchaiwong, CEO at BBDO Bangkok. “BBDO Bangkok is deeply concerned by the depletion of wildlife populations worldwide and the trade of products, such as elephant ivory, rhino horn, shark fin and tiger parts. With this hard-hitting advertisement developed for WildAid, we are confident that our efforts can have an impact on ending consumer consumption behaviors that threaten our planet’s biodiversity.”
“Every small action matters! #ReactAgainstWildlifeTrade every time you see wildlife products on your social media.” added Anuwat Nitipanont, Chief Creative Officer at BBDO Bangkok.
