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.
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.
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/