Hollywood action star Jackie Chan has thrown the first punch in a campaign aimed at raising awareness of the plight of the endangered South China tiger, and generating donations to help save the animal and its natural habitat. With fewer than 100 of the tigers remaining in the wild, non-governmental organisation Save China's Tigers asked Eight Partnership to create awareness and empathy of the tigers' plight.
Eight used the analogy of soccer fans supporting their teams by using face painting to demonstrate the urgency of the campaign and create strong support from Chinese consumers. "This is a very simple idea which delivers an urgent message," said Glenda Tsang, account manager, Eight Partnership. The campaign is running in print titles across the city, along with bus shelters.
