Background •The annual turnover of the illegal trade wildlife products - $ 20 billion •This is a growing market, which is stimulated by increased demand

•Demand creates Killings

Target Audience •Travelers •Consumers • 14+

Challenge 1.to draw attention 2.reduce the demand 3.reduce murder

Observation of the TA People who go on trips have many different signs and superstitions, which can both bring good luck and bad luck.

Examples 1.Before you go on a trip, you should always sit on the suitcases to the road went well. 2.Throwing a coin into the fountain, or the sea to go back to a place of rest. 3.The statues that bring good luck: Statue of Juliet (Verona) - touching her breast to be happy in love Hotel Riviera, "Show Girls" (Las Vegas) - slap on the pope to win a million, “Peeing boy" - hold out for it, that contributed to success throughout the year.

Insight I want to be lucky man!

Idea «Damn souvenirs»

Strategy Step 1(unlucky) What? Describe the problem How? To instill the belief that illegal wildlife products bring bad luck Where? Internet Media Promotion Ambient Media

Step 2 (lucky) What? Offer a way out problem How? Give the traveler an alternative to illegal products in the form of alternative gifts and art-objects that bring good luck.

Where? Promotion Ambient Media

Step 1 What? Nonstandard Reach-banner runs on the user's desktop, which leads to article that illegal products to bring bad luck. Where? Websites: •booking tickets, hotels, etc. •tourism •Travel Blogs •Tour Operators Message: Buying illegal goods, prepare for bad luck.

How?

Step 1 What? Nonstandard «promotion bad luck» Where? airport Railway Stations Customs office Message: Buying illegal goods, prepare for bad luck.

How?

Mechanism

1. Tourist gives the

passport.

2. A custom inspector says about the tourist’s passport is invalid

3. The tourist is shocked.

4. A custom inspector gives him a leaflet.

Step 1 What? Non-standard placement of media bad lucks Where? 1. The area at the entrance to the travel agencies. 2. Airport - the country of origin. Message: Buying illegal goods, prepare for bad luck.

How?

Step 2 What? Promo-luck How? Vending machine with a souvenir to bring good luck. (Funds received from the sale go to IFAW). Why? Creating competition illegal goods In addition: At airports of tourist countries they offer to install statues of animals. Legend: They bring good luck, for those who do not buy illegal products.

Why our work is worth of attention? Our work is built on a strong common human insight. The idea of the campaign will reduce demand for illegal products and provide long-term effect, because it will in time become a tradition. The message does not accuse a person of communication, but offers an alternative. Gifts we have created in the future, can compete with goods poachers. Sales of our gifts can raise additional funds in the IFAW. You have read our work and so you're lucky. Thank you for your attention!