These WWF Ads Show the Illegal Animal Trade Pyramid of Demand
Laura McQuarrie — June 23, 2014 — Marketing
References: support.wwf.org.au & adeevee
These illegal animal trade advertisements for WWF cleverly show that when one piece of the pyramid is removed, it begins to collapse. The ads focus on wildlife like sharks and tigers, illustrating the chain that occurs from the hunting and killing of these animals to processes like manufacturing, selling and finally, the sales of goods to consumers.
The tagline on the print advertisements read: "Stop one. Stop them all," and even though it seems like the uppermost part of the chain could be removed without consequence, this is a clever way to show that even that helps to lessen the demand for animal products, which in turn, lessens sales and the need for sharks and tigers to be killed altogether. The ads were created for WWF's STOP Illegal Wildlife campaign by the Leo Burnett agency in Sydney.
The tagline on the print advertisements read: "Stop one. Stop them all," and even though it seems like the uppermost part of the chain could be removed without consequence, this is a clever way to show that even that helps to lessen the demand for animal products, which in turn, lessens sales and the need for sharks and tigers to be killed altogether. The ads were created for WWF's STOP Illegal Wildlife campaign by the Leo Burnett agency in Sydney.
Trend Themes
1. Illegal Animal Trade Prevention - There may be opportunities for disruptive innovation in developing methods and technologies to prevent the illegal animal trade chain from hunting to selling.
2. Consumer Demand Reduction - Innovation may be useful in creating new ways to curb consumer demand for animal products.
3. Supply Chain Transparency - There may be room for innovation in creating more transparent and traceable supply chains to prevent illegal animal trade practices.
Industry Implications
1. Conservation - The conservation industry can leverage the idea of illicit trade pyramid ads to increase awareness and promote campaigns for animal protection.
2. Legal Services - Legal professionals may find new opportunities to help create and enforce laws and policies aimed at preventing illegal animal trade practices.
3. Retail - The retail industry could benefit from developing more sustainable and ethical animal product supply chains that offer greater transparency for consumers.
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