WildAid: Save The Pangolins

The international environmental charity WildAid used a mobile game and a celebrity endorsement to help the preserve the Pangolin animal in China.

Agency: Wunderman Shanghai China

Campaign Strategy

Pangolins, the only known mammal with scales and are found in China. These shy and harmless mammals are the most heavily trafficked and poached for their scales for traditional Chinese medicinal purposes. In some parts of China, their meat is considered a delicacy and status symbol.

50% of Chinese citizens know that pangolins are illegally poached but 70% still believe that they have real medicinal value. Most people simply do not know anything about the animal.

An estimated 1 million pangolins were killed in the past decade, decreasing the population in China by...

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