Wild for Life

I created the United Nations Environment Programs’ (UNEP) best performing campaign, reaching over a billion people globally to fight the illegal trade in wildlife. The campaign won multiple creative awards, received over 2.5M in social media impressions and led to over 3 million people pledging to take action (especially across Asia).

"The illegal trade in wildlife is driving species to the brink of extinction while posing environmental, economic, development and security risks. But we can reverse this trend. Countries around the world, the United Nations, many other international and national organizations, businesses, governments and key opinion leaders are all working together to raise awareness, enact and enforce stronger laws, and step up support to local communities’ efforts to stop the illegal trade in wildlife. Campaign link: wildfor.life Contributing Partners: PCI Media Impact: http://mediaimpact.org/ CHIPS: chips.nyc

*The Brief*

UNEP needed a campaign to help raise global awareness and drive action on the illegal trade in wildlife. The challenge: people have been made to feel helpless after decades of extinction campaigns showing images of dead animals alongside shocking statistics.

*The Solution*

The campaign focused on empowering our audience and forging a deep personal connection between them and iconic wildlife. Advertising featured global celebrities like Neymar, Ian Somerhelder and Gisele who were paired with a “kindred species”. People were then invited to take a short quiz to find their own kindred species and create a unique avatar that combined their photo with their animal’s.
I developed the campaign concept and strategy, directed the visual identity and key messaging for activation around the world.

*Results*

The campaign is now in its fourth year, has reached over a billion people globally and has won three Hermes Awards, a Webby, a Shorty and the Weibo Award for top 10 most influential advocacy campaigns in China.
See more: **wildfor.life**

Target: Target Zero

Wild for Life