Possible and Wildlife Reserve Singapore highlight the issue of illegal wildlife trafficking

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Change their fate.jpgThe illegal wildlife trade is one of the greatest threats facing the planet. With increasing demand for luxury products such as ivory and other animal skins and parts, an all-time record number of wild animals are killed every day to guarantee the supply. Yet, public awareness on this issue remains relatively low. How do you get Singaporeans with a “don’t know, don’t care” attitude to take action? That is the problem the Wildlife Reserves Singapore challenged Possible Singapore with when they tasked the agency to raise awareness about the illegal wildlife trade.

Possible Singapore needed to find a way to motivate the target audience and empower them to change the fate of these animals. The solution? Since most animal products are so far removed from the poaching and smuggling process, Possible Singapore decided to give the target audience a raw, unfettered look at the brutal behind-the-scenes. At bus stops around the island, digital screens of two animals – the Yellow-Crested Cockatoo and the Sunda Pangolin – are shown, crushed against the screen, struggling feebly for freedom. A call-to-action brings users to a mobile, interactive 360° experience, where they are shown the entire smuggling process, from capture to sale, and then back to the capture of new animals, an unending cycle of death. Users are also given the option to end the horror, and take a stand by changing the animals’ fate, which switches the experience to showcase a brighter future – a cycle of life.

Change their fate 2.jpg“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,” said Pei Pei Ng, Executive Creative Director, Possible.

Paul Soon, CEO, Possible added, “We’re proud to join the fight against illegal animal trafficking and to support WRS’ mission to protect biodiversity for future generations. When there are no boundaries, and everyone shares a common goal, creativity and collaboration can soar to new heights. This campaign is living proof of that, and I’m proud to have been a part of it.”