SpokesAnimal by DDB China Group

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DDB Shanghai gives a voice to animals!

The Challenge
Every year in China, 73 million sharks are decapitated to make shark fin soup, close to 800 million minks are skinned for their fur, and over 10,000 bears are disemboweled for their gall bladders, which are made into Chinese medicine. In China, there is less attention paid to animal protection issues as there are in the West, and some Chinese cultural traditions result in unnecessary cruelty to animals. While there have been campaigns to raise awareness of these issues, they have mostly fallen on the deaf ears of governments, trade industries and the public. The Huaxia Animal Protection Foundation partnered with DDB China Group to take a stand and say enough is enough.

Idea and Execution
As these animals don’t have a voice to speak for themselves, no one could hear their cries for help. We needed to find a powerful voice to speak up and sound off a cry for help – a spokesperson that simply cannot be ignored. We decided to enlist parrots for the mammoth task of being not just animal protection spokespersons, but the world’s first spokes-animals. For months, we taught them how to speak messages of help and animal advocacy. We trained them to stand in front of a microphone and speak up for other animals who couldn’t do so themselves. Our spokes-animals then took our message directly to various point-of-sale locations of animal- cruelty products in Shanghai — such as restaurants serving shark’s fin, fur and leather fashion stores, and traditional Chinese medicine shops. The campaign’s hard–hitting message was: “Not all animals have a voice.”

Results
As a result of the campaign, public awareness of wildlife conservation in China was raised by 56%, and 79% of consumers we interviewed indicated that they would stop buying animal-cruel products after being exposed to the campaign. The campaign was shortlisted at the 2011 Cannes Lions Festival in three different categories: Media, Direct, and PR.

“There are few things more compelling than hearing an animal appeal on behalf of other animals. It’s an unconventional way to speak to a jaded audience and hopefully it can add another voice in the fight for animal rights in China. Going by how humans have been mistreating animals, we are the real animals here.” — Victor Ng, ECD of DDB Shanghai

DDB 上海，为动物发出呼声！

挑战
在中国，为了获得鱼翅汤的原料，每一年都有7300万条鲨鱼被斩首；为了获取毛皮，有近8亿水貂被剥皮；还有超过1万头熊遭受着活体取胆的痛苦，因为它们的胆汁可用于炼制中药。在中国，动物保护问题并不像在西方社会那样受人关注。而在中国，一部分陈旧的文化传统，导致了动物们遭受了种种非必要的虐待。在过去，有一些广告活动希望能够唤醒人们对这些问题的意识，但是其中绝大多数，都在那些充耳不闻的政府、贸易行业以及公众面前败下阵来。现在，华夏动物保护基金会和DDB中华集团共同携手，一起站出来呼吁，这些虐待行为应当适可而止了。

创意与实施
由于这些动物并无力为它们自身申诉，因此他人无法听到它们呼救的哭喊声。我们需要寻找一个强而有力的声音，一个不容他人忽视的代言人，来代替那些动物大声说出，且明确转达那些动物的求救信息。最终，我们决定选择由鹦鹉来承担这一艰巨的任务。它不仅仅只是动物保护的代言人，更是世界上首个能够口吐人言的动物。数月以来，我们教导它们如何呼救，并表述动物保护相关信息。我们还训练鹦鹉站在麦克风前，替那些不能为自己辩护的动物发言。而后在上海范围内，我们的代言动物，将我们想要向大众传达的信息直接带到各种有虐待动物行为的厂商处，如供应鱼翅的餐馆，贩卖毛皮衣物的时装店，以及部分中医药材商店。这一活动，传达了一个强硬信息，即“并非所有动物都有一个声音”。

结果
这一活动实施以来，成效明显：中国民众对于野生动物保护的意识上升了56%；而在我们所采访的消费者中，有79%的受访者表示，在本次广告曝光后，他们会停止购买那些会导致虐待动物的产品。在2011年戛纳狮子广告节中，这一广告活动分别于媒体类、直效类和公关类这三个类别中获得了提名。

“目睹一种动物站出来为其他动物的权利而呼吁，几乎没有什么事情能够比这更加震撼人心。对那些已经对此类信息习以为常的受众来说，这是一个非传统的表达方式。希望它能够在争取中国动物权益的运动中，发出自己的声音。在目睹了人类如何虐待动物后，此时此刻，我们才是真正的野兽。” — Victor Ng, 上海DDB，执行创意总监

Credits
Chief Creative Officer: Michael Dee
Executive Creative Director: Victor Ng
Creative Director: Jody Xiong
Copywriter: Victor Ng, Jason Jin
Art Director: Jody Xiong, Cong Ding, Jack Xuan
Agency Producers: George Ooi, Rico Zhang, Chongwen Zhu
Production Manager: James Chen
Directors: Qingsong Liang, Qiu Bo
Photographer: Keno Zhao

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