Background
In China, there is less attention paid to animal protection issues as there is in the West. Every year, many animals, including sharks and bears, are being killed to fulfill the needs of humans. There have been campaigns to raise awareness of these issues but they were largely unsuccessful. The Huaxia Animal Protection Foundation partnered with DDB China Group to fight for this serious issue.
Aim
To have animals speaking up for themselves and animal protection
Execution
Parrots were being taught and trained how to speak messages of help and animal advocacy in front of a microphone and speak up for other animals who couldn’t do so themselves.
These ‘spokes-animals’ took the campaign’s message “Not all animals have a voice” directly to various locations that sell animal-cruelty products in Shanghai, including restaurants serving shark’s fin, leather fashion stores and traditional Chinese medicine shops.
Results
Public awareness of wildlife conservation in China was increased by 56 per cent, and 79 per cent of consumers interviewed indicated that they would stop buying animal-cruel products after being exposed to the campaign.
The campaign was shortlisted at the 2011 Cannes Lion Festival in three different categories: Media, Direct, and PR.
“There are few things more compelling than hearing an animal appeal on behalf of other animals. It’s an unconventional way to speak to a jaded audience and hopefully it can add another voice in the fight for animal rights in China. Going by how humans have been mistreating animals, we are the real animals here.” -- Victor Ng, ECD of DDB Shanghai
