Wildlife Free Gifting Campaign

USAID Wildlife Asia's 2018 consumer research found that one key driver to demand for illegal wildlife products among current and aspiring consumers in China is the practice of gifting enabled by low awareness of penalties for consumption of illegal ivory, rhino, pangolin, and tiger products. To address this, USAID Wildlife Asia implemented the Wildlife Free Gifting (WFG) campaign. The creative concept of the WFG campaign adopts the “Green Lifestyle Lunar Calendar” to subtly embed the “gifting” theme. A lunar calendar is what Chinese people use as a guide for the “Do’s and Don’ts” of daily life. The campaign categorizes gifting with endangered wildlife products as one of the "don’ts" on the calendar.

The campaign uses “The lunar calendar of green healthy living” to easily draw people’s attention. It features five different scenarios in daily life; each scenario presents gifting with one of the four focal species as wrong behaviors. There are five scenarios, with ivory featured in two of them -- one as a gift for female elders during the family union and the other as a souvenir when travelling abroad. The scenarios portray typical social interactions and occasions which resonate with the target audiences.

Considering the attention to the issue of wild meat consumption due to the COVID-19 outbreak, the campaign started with Phase One focused on pangolin parts/products, which was expanded to cover all kinds of wild meat. The campaign focuses on legal regulations, social norms, and risks to public and personal health/safety to explain why offering wildlife parts/products as food is wrong. At the same time, the campaign introduces and encourages the right behaviors that can achieve “green healthy living”. 

There are two phases of the Wildlife Free Gifting campaign – Phase 1: Wild Meat campaign (Pangolin chapter) was launched in June 2020;  and, Phase II: Tiger, Rhino Horn, Elephant Ivory,  was launched in August 2020. 

Wildlife Free Gifting Campaign Key Visuals

Ivory bangle
It’s nice to always be by your loved one’s side and show your love by celebrating anniversaries in a proper way. Do not gift with illegal wildlife products such as ivory products to your loved ones.

 

Ivory Souvenir
Be well behaved when you travel and always understand the limits of what you can do during your trip. Do not purchase or carry illegal wildlife products such as ivory souvenirs.

 

Rhino Horn Beads Bracelet
Do not let ostentatious displays and meaningless competition ruin sincere and long-lasting friendships. Do not gift friends with illegal wildlife products such as rhino horn products.

 

Tiger Bone Wine
It is always warm and pleasant to be with family. Please take eco-friendly actions during family gatherings. Do not gift with illegal wildlife products such as tiger bone wine to elders in the family.

 

Pangolin Meat
Do not treat old friends ostentatiously with too much and inappropriate food and wine. You can show how much you cherish your lasting friendship only with a healthy and happy reunion.

Wildlife Free Gifting Campaign Video PSAs

Five 30-second animated videos: All videos begin with an opening scene showing a book called "The Lunar calendar of green healthy living" and end with the Call to Action -“Say No to illegal wildlife products, Embrace the harmonious life with a healthy lifestyle”. The five videos are in animation and use typical life scenarios to show different occasions and social interactions/relationships.  

  

Wildlife Free Gifting Campaign-Pangolin: Do not treat old friends ostentatiously with too much and inappropriate food and wine. You can show how much you cherish your lasting friendship only with a healthy and happy reunion.

Wildlife Free Gifting Campaign-Ivory Souvenir: Be well behaved when you travel and always understand the limits of what you can do during your trip. Do not purchase or carry illegal wildlife products such as ivory souvenirs.

Wildlife Free Gifting Campaign-Ivory Bangle: It’s nice to always be by your loved one’s side and show your love by celebrating anniversaries in a proper way. Do not gift with illegal wildlife products such as ivory products to your loved ones.

 

Wildlife Free Gifting Campaign-Tiger Bone: It is always warm and pleasant to be with family. Please take eco-friendly actions during family gatherings. Do not gift with illegal wildlife products such as tiger bone wine to elders in the family.

Wildlife Free Gifting Campaign-Rhino: Do not let ostentatious displays and meaningless competition ruin sincere and long-lasting friendships. Do not gift friends with illegal wildlife products such as rhino horn products.

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