Singaporeans challenged to confront wildlife trafficking in interactive mobile story

A campaign by Wildlife Reserves Singapore uses mobile technology, such as the gyrometer and accelerometer, to tell an interactive story of the plight of animals trafficked for the sale of luxury items.

The charity wanted to break through a barrier of ignorance on the subject in Singapore, using the interactive story on mobile and outdoor ads to challenge people with a “don’t know, don’t care attitude,” to take action.

Enlisting creative agency Possible to the task, the agency decided that telling a story about specific animas would help build more of an emotional case for people and the Yellow-Crested Cockatoo and the Sunda Pangolin were chosen.

Pei Pei Ng, executive creative director, Possible Singapore, said: “When WRS approached us, we didn’t just want to deliver another beautiful campaign. We wanted to tell the true story of the animal – one that captured the helplessness and despair they feel, and the brutality that goes on unchecked every single day. Together, the team found an idea that opened people’s eyes to the horror of the illegal wildlife trade.”

The bus stop ads feature the animals as being crushed against the screen and ‘struggling feebly for freedom’, driving people to then view the digital interactive part of the campaign.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte