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Forever Wild: YouTube Interventions

Brief:
Rhinos will be extinct within 10 years due to the escalating illegal international trade in rhino horn. Forever Wild, a non-profit initiative with no budget, wanted to convey how critical the rhino poaching situation is, and get people from around the world to sign their petition that would be presented to the US Congress.
Solution:
Our insight was that people say they have no time for serious stuff, yet they spend hours on silly online distractions. So we created “YouTube Interventions” – over 60 YouTube clips that were remixed versions of frivolous trending videos (and some classics). Targeting people who actively searched for stupid viral videos, these Trojan Horses forced them to confront the reality of how they spent their time online.

CREDITS

Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Copywriter: Sanjiv Mistry
Art Director: Prabashan G. Pather
Social Media Manager: Chris Rawlinson
Agency Producer: Iris Vinnicombe
Rhino Footage courtesy of http://greenrenaissance.co.za
Editor: Craig Glenday, Ric Shields
Digital Producer: Nicky van der Walt
Director: Ian Chuter
Voice Artist: Adam Behr

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The Plight of the Rhino 2012

Sign the petition at: http://wildernessfoundation.co.za/savetherhinos/

One of our pro bono clients The Wilderness Foundation really needs help getting more people to sign the above petition, please take a moment, it only take 30 seconds and is spam free. Without action now Rhinos will be extinct within 10 years if they continue to be killed for their horns. The non-profit Forever Wild initiative is aiming to get people to sign an online petition that will be presented to the US Congress later this year. This is a serious chance for us to put real pressure on the Chinese government to take action and stop the poaching.

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Forever Wild: YouTube Interventions

Sign the petition at: http://wildernessfoundation.co.za/savetherhinos/

Brief:
Rhinos will be extinct within 10 years if they continue to be killed for their horns. The non-profit Forever Wild initiative, with zero budget, briefed us to raise awareness of the poaching issue and get people to sign an online petition that will be presented to the US Congress later this year.

Insight:
People don’t seem to have even a minute for serious messages, yet they spend hours on frivolous online distractions.

Solution:
For two weeks we created over 55 YouTube clips, remixed versions of each day’s most frivolous trending videos (and some all time classics). These Trojan Horses forced people who actively searched for these silly videos to confront the stark reality of how they were spending their time.

Results:
We knew we’d reach the conscience of some people, and piss off others. But the idea certainly touched a nerve. With $0 spent, signatures have so far increased by almost 300%. And it’s not over. http://wildernessfoundation.co.za/savetherhinos/

Advertising Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Producer: Iris Vinnicombe
Social Media Manager: Chris Rawlinson
Production company: Platypus Productions

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Ogilvy Cape Town Acts to Protect Our Rhinos: You Can Too

Ogilvy Cape Town has been working with The Wilderness Foundation on it’s Save the Rhino campaign which launched this May.

The foundation, believing that one of the keys to saving the rhino is an international outcry and change in the law regarding the importation of rhino horn into foreign countries, will be presenting a petition at the US congress on 19 September.

In a bid to get the attention of international governments, particularly those who have influence over China – the source of the demand – the petition will be taken to the highest governmental powers as the foundation lobbies governments to change laws regarding the importation of rhino horn into foreign countries.

Signing the petition is a quick and effective action that you can take to help protect our rhinos for future generations. Do so now! Click through here: http://wildernessfoundation.co.za/savetherhinos/

Not convinced? Here’s why you should:

Rhino Facts:

  • South Africa is custodian to over 80% of the world’s rhino.
  • In 2010 alone, 333 rhino were killed in South Africa by poachers for their horn. Already in 2011 over 149 rhino have been poached (one per day).
  • It has been proven that the horn has no medicinal value and is not a cure for cancer. However it is still sought after and mainly in the East.
  • The killing will only stop when the horror of it all is understood.