WWF Hong Kong: The Last Word

This case study shows how WWF, the animal charity, conducted a campaign in Hong Kong to raise awareness of the far-off plight of elephants.

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...

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