WWF Hong Kong: The Last Word
Brand: WWF Hong KongAgency: Geometry Global Hong Kong
The Summary Statement
Hong Kong is the world's capital of the ivory trade, yet the plight of African elephants being killed for ivory is too geographically and psychologically remote for Hong Kong's people. We discovered a linguistic explanation for this: There's no Chinese word for "ivory". Instead, a combination of characters "Elephant" and "Tooth" are used to refer to tusks and ivory. Because of this, 70% of Chinese speakers assume ivory falls off naturally, or is extracted surgically.
"The Last Word" is a...