Campaign: Rhino horn
WPP company: Ogilvy & Mather Vietnam
Demand for rhino horn in Vietnam contributes to poaching and rhino deaths in South Africa. This campaign aims to change attitudes by likening consumption of rhino horn to eating people’s fingernails. Ads appeared on Facebook, in print, TV and outdoor with donated free media space, as well as being disseminated through the internal communication networks of corporations, NGOs and universities.
2.2m people reached on Facebook, over 43,000 likes on the first image released and the number of fans on the WWF Vietnam Facebook page increased from 1,000 to almost 17,000.
Chapter 9 of 9