Change Their Fate
Wildlife Reserves Singapore is running “Change Their Fate”, an outdoor and digital advertising campaign raising awareness of illegal wildlife trade. Bus stops across Singapore were fitted out with digital screens of the Yellow-Crested Cockatoo and the Sunda Pangolin crushed against the screen and struggling feebly for freedom. A call-to-action brings the public 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, highlighting this 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. The campaign is online at www.changetheirfate.sg
Pei Pei Ng, Executive Creative Director, POSSIBLE Singapore, says: “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.”
Paul Soon, CEO, POSSIBLE Singapore, adds: “Since most animal products are so far removed from the poaching and smuggling process, we decided to give the target audience a raw, unfettered look at the brutal behind-the-scenes with an empowering option to change the fate of these animals. 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.”
The Change Their Fate campaign was developed at Possible, Singapore, by executive creative director Pei Pei Ng, associate creative director Alvin Yeo, interactive director Kelvin Lee, copywriters Gerald Chue and Vanessa Tan, art directors Danny Tan, June Loo and Kaiyi Guh, designers Eunice Quah and Aw Bao Xin, motion graphics designer Robin Tan, interactive technologist Edwin Lim, front end developers Seow Jing Ru, Wilson Choy, Tan Jin Wei and Alexis Choy, quality assurance manager Keith Hong, project managers Angela Li and Juliana Chua working with Wildlife Reserves Singapore head of marketing David Lim.