challenge

client

People in Belarus are not very rich, that’s why they prefer travelling in the countries of the former Soviet Union, Turkey, Poland and other not very expensive regions. And only some of them can a�ord travelling to African and Asian countries. These are people with a good salary: Top Management, business owners, their relatives etc.

We should focus on them and show that buying illegal wildlife products is not cool. We must realise campaign according to Belarusian facilities and Belarusian lifestyle.

client

- It’s fashionable to wear clothes, accessories and jewelry from wild animals.

- It is not my problem. I’ve never thought about it. Africa is so far from Belarus.

- Why shouldn’t I buy these products? These things are good memory about foreign countries. I like buying di�erent kinds of souvenirs.

- These products are sold in the shops and in the markets. Why are they illegal? Drugs aren’t sold in these shops.

insight

client

What will we do?

- We inform people about a problem of illegal wildlife products.

- We make people think about this problem.

- We tell them that having bag or wallet from elephant skin is not cool.

- We persuade them not to buy illegal wildlife products.

strategy

key visual

www.IFAW.org

client

As our main Target Audience is wealthy people we try in�uence them in the most suitable waysto achieve the best results. Most of them are registered on FB (not VK, Odnoklassniki). And also they used to travel a lot, so we can use ad in airports, travel agencies and other placeswhich are connecting with travelling

activation

client

Travel Agency

When you buy a tour to Asians, Africans and Carribeans countries in a Travel Agency,you are given a DVD with popular cartoons about wild animals (Lion King, Kung Fu Panda, Dumbo etc)with a special cover.

On this cover we’ll be written : Hope, your kids will see these animals not only in cartoons. And on the other side there will be printed an elephant, who doesn’t wanna be a bag.

activation

Hope, your kids will see these animals

not only in cartoons.

DUMBOthe

ELEPHANT

cartoon movie

I DON’T WANNA BE A BAG

www.ifaw.org

face cover back cover

client

Advertising in airports

Duty Free. When you buy smth, your purchase is packed in a special pocket. We see elephant’s outlines on this pocket. And there will be a big inscription: I don’t wanna be a bag.

activation

Advertising near the runway of the airports:A big picture of an elephant near the runway. He doesn’t wanna be a bag. When people are in plane, they’ll see it.

buy alcohol get a free pocket

client

We create promo-site www.luxfashion.by where people can buy coral jewelry, clothes and shoes from wild animals,hair bracelets. We place banners on popular web sites (TUT.BY, Interfax.by, Lenta.ru, FB). In these banners we tell about wonderful possibility to buy exclusive clothes and accessories.When you enter our site you read about thing you choose (about size, color, features etc but not about price).There will be a special button if you want to know the price. When you read about a beautiful bag from the elephant, for example,and when you press the button you’ll see: the price is 0,25 elephant, information about elephants and a banner.In this banner elephant tells that he doesn’t wanna be a bag, he wanna be an elephant.After it you can share with friends that today you save an elephant in FB.

activation

cool bag from elephant skin

press button to know a price

cool bag from elephant skin

the PRICE is0.25 elephant

I DON’T WANNA BE A BAG

share on Facebook

client

We achieve good results because:

We have simple and clear key visual.

People will know about the problem and understand its importance.

We address to their emotions and it’s always work.

We focus on real people from our country, who really in�uence solving our problem

We are sure that our strategy will work and will work perfect.

9.