The purpose of the Wildlife Conservation Society (WCS) ad campaign, created for ECW, is to increase donation revenue for their habitat and endangered animal protection programs. Though a series of strategically place print testimonies design to motivate traditional and non-traditional donations.
The campaign objective is to counteract peoples reluctancy to donate to seemingly unsurmountable causes with emotionally charged command to action headlines that target a single animal endangerment issues. The current ad series confronts: the fashion industries impact on large cats for their fur, the ivory trades continuing treats to elephants, the decline of ape species due to conflict wars and human disease, the extinction of wild Box Turtles as a result of the pet trade, and the effects of unregulated fishing laws on various species of marine life. instills a sense of urgency within the target market audience to donate WCS animal protection programs.
The campaign concept direction was conceived with in depth industry research to learn the specific factors hind the various endangered animal plights. Its success is its ability to be equally effective for a broad range of animal plights within multiple promotional mediums.
Protect African elephants from the continuing treat of the profit based ivory trade.
Help Ape species throughout Africa being effected by human disease & wars over conflict minerals.
Embrace the plight of large cat species killed for their fur to fill fashion trade demand.
Release Box Turtles back into the wild where they are extinct due to pet demand.
Save the various marine life facing extinction due to unregulated fishing laws for human gains.
Original campaign development concepts. Final campaign series is an evolution of the 3rd design concept, I choose life.