Hunting for goofs!

Media strategy to protect endangered and threatened

species

TEAM  №8  

Challenge

•  Nobody wants to kill animals but all people wants souvenir’s and glamorous clothes

•  There is no any link between animals killing and people consumer behavior

•  The same man can feel sadness about animals killing and to buy nice tiger fur coat («status things»)

•  The main issue – to make people think that every purchase of product made from endangered and threatened species is connected with killing and all these goods do not reflect on your status

Insight

All things produced from killed animals – are expensive status goods

Buying tiger fur coat, chess made from elephant bones etc., you trying to show surroundings that you have special financial status and to get emotional satisfaction

Cost of goods produced from rare animals so high because of illegal nature of this products (corruption, low breaking is not cheap things) – all this charges are included in final consumer cost

We’ll break this satisfaction! Let them know real cost of

these «status» goods!

Strategy

•  We have 2 directions to decrease demand: –  make cost of products made from endangered and

threatened species transcendentally high ( to enhance protection of animals)

–  To make consumers of these goods feeling themselves wasting theirs money (overpay pay for cheap things)

Activation

For the first direction of our strategy we propose to start online campaign with possibility of target donation – you can choose animal, areal etc. which you want to protect with help of special apps and sharing it with your friends. Money you pay for this apps are intended for guards in those countries where animals are killed (and which you have chosen for protection)

You can share this application on your facebook page and to watch online what is happening with animals your protect and to read reports of guards that you have hired

As a result final price of animal illegal killing will be much more higher

Activation

The second part of our strategy is to destroy emotional satisfaction of those consumers who are pretend to buy products made from endangered and threatened species

We propose to place print and outdoor materials with such creative message – «Don’t be goof – don’t pay these people» with all illegal chain of involved people (poacher’s, subpurchaser's, corrupted bureaucracy)

Also there will be link to legal online store where the same goods can be purchased legally

Summary

•  People who buy products made from endangered and threatened species thinks that they are buying status things

•  We cannot absolutely remove demand for goods produced from endangered and threatened species but we can break emotional satisfaction for consumers («Don’t be goof!»)

•  What we really can do – we can make these goods much more expensive (governing money for better animals protection)