WWF: The Last Word

WWF, the wildlife charity, used PR and social media to build awareness and petition signatures to ban the ivory trade in Hong Kong.

Campaign details

Advertiser: WWFAgency: Ogilvy Public Relations Hong Kong

Situation analysis

Poachers currently kill three elephants every hour, projecting total extinction in 2025. Despite a global ban on the international trade of ivory in 1989, not only is it still legal to trade licensed ivory in Hong Kong, but this country is the main global trading port for licensed and unlicensed ivory. We partnered with WWF to end this situation through public and government lobbying.

Objective

Our objective was to achieve a total ban on ivory sale and processing in Hong Kong through government legislation change.

Research...

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