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Marketer: World Wildlife Fund Agency: Ogilvy & Mather and MindShare, Beijing

WWF tries to impress upon Chinese that endangered wildlife should be preserved, not eaten

[Beijing]The World Wildlife Fund is using innovative marketing in China to help raise awareness about endangered species in a country where they commonly are viewed more as a pricey entree than noble beasts.

Outdoor ad "Hunters" raises awareness of the WWF in China and reminds people that they can take a personal stand to help protect wildlife. Aimed at the growing number of educated, middle-class Chinese with a basic understanding about environmental issues, the posters of hunters appear to be shooting at animals on other posters. The animals have real bullet holes around them in the print as if on a firing range. The tagline: "The only thing standing between their survival and extinction is you."

"Environmental issues are often overlooked at the expense of progress," said Nils Andersson, executive creative director at Ogilvy in Beijing. "[In] this campaign ... passersby can literally stand between the man with the gun and the animals, in a dramatic symbolic gesture of defiance."

WWF also installed a polar-bear ice sculpture in Beijing's Xi Dan shopping district to coincide with a major environmental conference, during which the sculpture melted in a symbolic illustration of global warming and the damaging impact of rising temperatures on polar bears.

The TV spot borrowed the approach of home shopping programs to show China's remaining pieces of land, water, forest and last, endangered species on the auction block, to remind viewers that China's breakneck development can be at the expense of the environment and endangered species. The tagline is "Act now, or it'll all be gone." Fliers were passed out retail-style on streets and an online ad resembles a banner for eBay.

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