CHALLENGEEvery year a large number of elephants, sea turtles, tigers andother animals are killed with the hands of poachers in Asia,Africa and the Caribbean. The reason for that is the use ofparts of their skeletons and skin for the production and illegaltrade in souvenirs and jewellery.

Main distribution channels for these products are shops intourist locations as well as online stores. However, thebuyer does not associate the purchased item with the murderof an animal, therefore, is not aware of the problem.

To persuade customers not to buy such goods, and thus reduce demand, therebyreducing the supply and reduce the destruction of animals.

OBJECTIVE

INSIGHT

A person buys a product made of ivory, tortoise shell, and others as a gift for himself, relatives or friends. He wants to have a thing with a local touch, to have something reminding him about his journey, about the country he’s visited. He is not aware of very direct connection between the massacre happening behind the scene and souvenir production.

However, once you’ve bought a souvenir, you had already paid to the murderers. You become involved in that mess right after opening your wallet.

Being an accomplice of the murder is bad and no one would ever tell anybody about it. This is the way a "skeleton in the closet" appears in your life. And this is something no one could call a best gift, and it has nothing to do with a good memory.

INSIGHT: I do not need a skeleton in the closet

STRATEGY

IDEAAny product made from the bones of an elephant, tortoise shell, etc. (ie the parts of the skeleton of animals) is in both direct and figurative meaningthe skeleton in the closet: part of a dead animal and a reminder of being involved to the murder of an animal.Nobody needs a gift which has such a negative history.

Two directions

OFFLINE

travellers whobuy products in thecountry of origin

ONLINE

customers whobuy products online

ACTIVATIONOFFLINE

At check-in desks in the airports next to a sign depicting the things

forbidden to carry aboard we put an extra sign with the image of sponged out

skeletons of an elephant, turtle, tiger.

ACTIVATIONOFFLINE

At the tourist information centers,airports, railway stations and placesof trade we distribute free giftbags. On the one side there is "GiftBag" written and on the other "Donot put skeletons inside" with apicture of sponged outskeleton andthe text:

"When you buy products from parts of animals, youbuy their skeleton. So you pay for the murder. Noone should know about your secret. This will becomeyour skeleton in the closet.”

ACTIVATIONOFFLINE

We post a series of prints on billboards in airports, train stations, as well as on video

screens in airplanes. They show a person who gave a gift (we see its image on the bag-

statues of ivory, turtle jewelry and etc..)to wife / husband / child / friend. A person who

received a gift, with the sour face puts a skeleton of the animal in the closet. The

slogan on the print: "Your wife does not need a skeleton in the closet", "Your child does

not need a skeleton in the closet," "You do not need a skeleton in the closet," etc.

ACTIVATION

Shops, which refused to sell those products will be signed with a specified product labels ”skeleton-free zone”

OFFLINE

* There is a reference to the IFAW website on every print produced

ACTIVATIONONLINE

Using Google context ad. When person googles smth related to ivory, tortoiseshells, tiger skin, etc., he will see the context ad, that includes advertising campaign'sslogan «You don’t need a skeleton in your closet” and link to the IFAW web-site.

Whenever the search is related to a purchase of goods listed above, the google search field shows an animation of hunting, killing an animal and making a souvenir out of it.

When person is searching for flights in areas of Asia, Africa and the Caribbean onpopular sites for tickets-purchasing, ananimated pop-up banner with the print isdisplayed (the print is the same as in offline version). By clicking it will lead to the IFAWwebsite.

SUMMARYWe understood, that the main distribution channels of theillegall wildlife products trade are shops intouristlocations and online stores.

We understood, that the customer does not see any directconnection between the killing ofanimals and souvenirproduction.

We show that when person buys wildlife products hebecomes involved into murder. Nobody wants to be amurderer.

We've created a strong connection between buying asouvenir and becoming a copartner in murder, thus forcingtourists to give up buying things made of animal bones.