World Animal Protection

A behaviour change campaign for a global charity

World Animal Protection

A behaviour change campaign for a global charity

Disciplines

Wildlife. Not Entertainers campaign

World Animal Protection established their ‘Wildlife. Not Entertainers’ campaign to keep wild animals in the wild, not used for entertainment or as tourist attractions.

Red Stone was commissioned by World Animal Protection UK to shape a new campaign strand – focused on tourists taking selfies with wild animals.

Turning selfie culture on its head

With over 160 tour operators signed up, the charity commissioned Red Stone with the next campaign phase for the UK office. Working within the brand, we created a series of illustrations to sit at the heart of this new campaign push.

Red Stone developed ‘eye-catching and engaging creative to turn selfie culture on its head’ by making it unacceptable to take selfies with a wild animals.

The campaign was rolled out at travel fairs, the UK website and across social media channels. People were encouraged to pledge that they had ‘turned their back on animal selfies’.

A huge response

The campaign will continue through 2017, building on the success to date – asking supporters it take the pledge, not to take part in wild animal selfies.