Wild Tigers are being killed illegally to satisfy demand for tiger products such as Tiger skins and Tiger Bone Wine – products that are highly lucrative on the black market. Illegal poaching and wildlife crime is the greatest threat to the mere 3,200 tigers that survive in the wild.
We had a very focused objective – to bring to life the plight of wild tigers. To do this we decided to focus on the root cause of their decline – the ongoing demand for tiger products. The powerful film component of this campaign beautifully dramatises the depletion of this amazing and important species.
The film was launched for a global social media campaign to initiate world-wide support to stop the unnecessary demand for tiger parts, which drives an increasingly sophisticated illegal wildlife trade network throughout Asia and the world.
There are over 2 million cat videos on YouTube… but only 3200 Tigers remaining in the wild.
Save Wild Tigers, a non-profit organisation, found an opportunity in this alarming discrepancy. They created The Kitty, the world’s first YouTube channel where cat lovers can upload and share their videos and every cent raised from advertising revenue goes directly toward Tiger conservation.
We tapped into a $350M cat video economy and re-directed funds towards bigger, more endangered cats.