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通过毒害非洲最后的野生犀牛来拯救它们。
案例简介：相关性 越南，世界头号犀牛角消费国。新富用犀牛角作为身份象征，认为它可以治愈从宿醉到阳痿的任何东西 -- 尽管科学证明它不能。以前通过教育和保护呼吁揭穿这一神话的努力没有成功，前所未有的需求让犀牛痛苦地死去，濒临完全灭绝。我们的解决方案是超越传统广告的努力，通过一种挑衅性的新的直接媒体策略 -- 有毒的犀牛角，杀死 vietnam的犀牛角贸易本身。 战略 我们面临着多方面的战略挑战，不仅针对越南公众挑战他们长期的文化信仰，也针对那些富人, 强大的个人和组织 (如保守的社会主义政府的高级成员、名人和受人尊敬的首席执行官),据称他们都是非法犀牛角消费者。由于这个问题在越南国内的极端敏感性，我们通过寻找和与越南私人非政府组织和保护专家 “私下” 交谈来进行运动研究, 并将这些信息与全球公认的犀牛角消费数据相结合，形成我们的战略和方法:利用独立媒体的力量揭穿犀牛角被认为的健康益处及其作为身份象征的价值的根深蒂固的文化神话, 通过证明中毒的犀牛角现在是一个危险的健康危害。 结果 我们的运动被证明是有争议的: 在推出一周内，我们的网站被黑客攻击，社会主义政府试图禁止我们的运动，称它为 “分裂”。然而，由于没有媒体支出，我们已经获得了 90 多篇估计价值 130,000 美元的国家文章，也吸引了国际关注。(虽然与民主国家相比可能并不显著，但这一结果代表了越南近代史上任何非政府故事中最无报酬的曝光。) 迫于公众压力，政府 (和当地非政府组织) 很快加入了我们自己的运动，对犀牛角消费进行教育。自我们的运动开始以来…… 600 名传统医学从业者签署了反对使用犀牛角的承诺 (T5G-国家健康传播和教育中心)。最重要的是…… 只有不到 2% 的处理过的犀牛被偷猎 (Hern 博士，2015)，越南的犀牛角消费量此后下降了 77% (Tuoi Tre Media，2015) 活动描述 我们理解不幸的现实，即越南犀牛角消费者很少关心濒危物种，或者科学事实犀牛角与人类指甲相同。我们意识到他们不断增加的消费纯粹是基于个人利益。我们的想法是通过将犀牛角从一个 “昂贵” 的地位象征变成毫无价值的毒药来贬低它的价值。我们与犀牛救援项目的洛林达 · 赫恩博士合作，向南非犀牛角注入一种基于拟除虫菊酯的溶液，这种溶液对犀牛无害 -- 但是如果被人类食用，会引起恶心、呕吐, 瘫痪和潜在的死亡。公共健康警告同时发布，以确保每个偷猎者、贸易商和买家都知道风险: 通过一次新闻发布会，越南媒体与南非实时发生的喇叭治疗直接相连, 通过在越南各地张贴警告。我们还召集国际社会捐款，以扩大非洲之角治疗计划。 概要 在越南，数百年来，犀牛角一直因其所谓的治疗性能而受到重视。但是随着犀牛数量日益濒危，非法犀牛角的价格也比可卡因或黄金的价格上涨得更高。然而，这只会随着越南不断增长的新富增加其吸引力, 谁也用它来炫耀他们的高社会地位 -- 这直接导致越南被认为是南非非法偷猎犀牛的驱动力。用最少的预算，我们需要打破越南根深蒂固的文化信仰和腐败(许多高级政府官员据称是非法犀牛角用户)，以便: -改变犀牛角对健康有好处的看法-降低购买意愿-在没有媒体预算的情况下收集媒体支持-政府有压力加强对越南犀牛角贸易的行动 客户简报或目标 我们与我们在南非的非营利合作伙伴进行了广泛的合作，以便以 15,000.美元的小预算在越南获得最大的成果。我们能够在没有媒体预算的情况下获得令人印象深刻的媒体曝光，除了用于确保新闻发布会场地的 500 美元。剩余的 14,500 美元尽可能有效地分配到具有成本效益的 “游击式” 户外处决、社交媒体定位、简单印刷和数字宣传材料以及众筹/筹款活动。 执行 我们利用有毒的犀牛角本身作为一种策略，直接影响国家消费者的消费行为。我们于 2015年4月推出，完全没有媒体预算，举行了一次创新的问答新闻发布会，让越南媒体实时观察南非发生的中毒治疗,让 Hern 博士现场直接回答他们的问题。同时，我们在越南的目标户外地点张贴了经济但文化上有效的 “游击式” 健康警告。在网上，我们使用有针对性的社交媒体来进一步传播信息，并创建了标签 # cuutegiac (拯救犀牛) 作为一种更有利于消费者的方式，允许整个国家参与支持活动。最后，我们创建了一系列多语言、教育印刷和数字抵押品。这些也被用来支持众筹活动，筹集国际社会的捐款，以扩大非洲之角治疗计划。 战略 我们的目标是越南公众挑战长期的文化信仰，以及那些富有、有权势的个人和组织 (如保守的社会主义政府的高级成员、名人和受人尊敬的首席执行官), 据称他们都是非法犀牛角消费者。确定了如此广泛的目标，但几乎没有媒体支出,公关对于启动高度协调的媒体关系至关重要，以从美国最受尊敬的出版物中产生大众媒体报道 -- 超越传统的努力，举行创新的问答新闻发布会第一次允许记者实时查看南非发生的中毒治疗,让洛林达 · 赫恩博士现场直接回答他们的问题。这种创新的公关方法使我们能够通过证明有毒的犀牛角现在是一个健康危害来揭穿犀牛角的根深蒂固的文化神话，证明犀牛角被认为对健康有益 -- 以及它作为地位象征的价值。 执行 我们利用有毒的犀牛角本身作为一个非常有新闻价值的故事来直接影响国家消费者的消费行为。我们于 2015年4月推出，完全没有媒体预算，举行了一次创新的问答新闻发布会，让越南媒体实时观察南非发生的中毒治疗,让 Hern 博士现场直接回答他们的问题。同时，我们在越南的目标户外地点张贴了经济但文化上有效的 “游击式” 健康警告。在网上，我们使用有针对性的社交媒体来进一步传播信息，并创建了标签 # cuutegiac (拯救犀牛) 作为一种更有利于消费者的方式，允许整个国家参与支持活动。最后，我们创建了一系列多语言、教育印刷和数字抵押品。这些也被用来支持众筹活动，筹集国际社会的捐款，以扩大非洲之角治疗计划。 相关性 越南，世界头号犀牛角消费国。新富用犀牛角作为身份象征，认为它可以治愈从宿醉到阳痿的任何东西 -- 尽管科学证明它不能。以前通过教育和保护呼吁揭穿这一神话的努力没有成功，前所未有的需求让犀牛痛苦地死去，濒临完全灭绝。我们的解决方案是超越传统广告的努力，创新地利用公关和媒体关系来播放有毒犀牛角的挑衅性故事，并杀死 vietnam的犀牛角贸易本身。 活动描述 我们理解不幸的现实，即越南犀牛角消费者很少关心濒危物种，或者科学事实犀牛角与人类指甲相同。我们意识到他们不断增加的消费纯粹是基于个人利益。我们的想法是通过将犀牛角从一个 “昂贵” 的地位象征变成毫无价值的毒药来贬低它的价值。我们与犀牛救援项目的洛林达 · 赫恩博士合作，向南非犀牛角注入一种基于拟除虫菊酯的溶液，这种溶液对犀牛无害 -- 但是如果被人类食用，会引起恶心、呕吐, 瘫痪和潜在的死亡。公共健康警告同时发布，以确保每个偷猎者、贸易商和买家都知道风险: 通过一次新闻发布会，越南媒体与南非实时发生的喇叭治疗直接相连, 通过在越南各地张贴警告。我们还召集国际社会捐款，以扩大非洲之角治疗计划。 结果 一个有争议的故事带来了影响: 在发布后的一周内，我们的网站被黑客入侵，越南社会主义政府试图禁止我们的运动，称它为 “分裂”。然而，由于没有媒体支出，我们已经获得了 90 多英镑获得了估计价值 130,000 美元的国家物品，吸引了国际关注，超过了 KPIs 300%。(也许与民主国家相比并不重要，但在越南近代史上，这代表了任何非政府故事中最无报酬的曝光。) 迫于公众压力，政府 (和当地非政府组织) 加入了我们自己的运动，对犀牛角消费进行教育。自我们的运动开始以来…… 600 名传统医学从业者签署了反对使用犀牛角的承诺 (T5G-国家健康传播和教育中心)。最重要的是…… 只有不到 2% 的处理过的犀牛被偷猎 (Hern 博士，2015)，越南的犀牛角消费量此后下降了 77% (Tuoi Tre Media，2015) 概要 在越南，数百年来，犀牛角一直因其所谓的治疗性能而受到重视。但是随着犀牛数量日益濒危，非法犀牛角的价格也比可卡因或黄金的价格上涨得更高。然而，这只会随着越南不断增长的新富增加其吸引力, 谁也用它来炫耀他们的高社会地位 -- 这直接导致越南被认为是南非非法偷猎犀牛的驱动力。用最少的预算，我们需要打破越南根深蒂固的文化信仰和腐败(许多高级政府官员据称是非法犀牛角用户)，以便: -改变犀牛角对健康有好处的看法-降低购买意愿-在没有媒体预算的情况下收集媒体支持-政府有压力加强对越南犀牛角贸易的行动
通过毒害非洲最后的野生犀牛来拯救它们。
案例简介：Relevancy Vietnam, the world’s number one rhino horn consumer. Newly rich used rhino horn as a status symbol, believing it could cure anything from hangovers to impotence – despite scientific proof it doesn’t. Previous efforts at debunking this myth through education and conservation appeals have not succeeded, and unprecedented demand was leaving rhinos dying in agony and on the verge of total extinction. OUR SOLUTION WAS TO GO BEYOND TRADITIONAL ADVERTISING EFFORTS TO KILL VIETNAM’S RHINO HORN TRADE ITSELF VIA A PROVOCATIVE NEW DIRECT MEDIA TACTIC – POISONED RHINO HORNS. Strategy We faced a multi-faceted strategic challenge, targeting not only the general Vietnamese public to challenge their longstanding cultural beliefs – but also those wealthy, powerful individuals and organisations (such as high-ranking members of the conservative socialist government, celebrities and respected CEOs), who were allegedly all illegal rhino horn consumers themselves.Due to this extreme sensitivity of the issue within Vietnam, we conducted campaign research by seeking out and speaking ‘off the record’ with private Vietnamese NGOs and conservation experts, and also combining this information with globally recognised rhino horn consumption data to form our strategy and approach: TO USE THE POWER OF INDEPENDENT MEDIA TO DEBUNK THE DEEP-ROOTED CULTURAL MYTH OF RHINO HORN’S SUPPOSED HEALTH BENEFITS AND ITS VALUE AS A STATUS SYMBOL, BY PROVING POISONED RHINO HORN WAS NOW A DANGEROUS HEALTH HAZARD. Outcome Our campaign proved controversial: Within a week of launch our website had been hacked and the socialist Government tried to ban our campaign, labelling it ‘divisive’. Yet with no media spend, we’d already gained over 90 earned national articles with an estimated value of USD $130,000, and also attracted international attention. (While perhaps not significant compared to democratic countries, this result represented the most unpaid exposure any non-Government story has received in recent Vietnamese history.)Bowing to public pressure, the Government (and local NGOs) soon joined us with their own campaigns educating against rhino horn consumption. Since our campaign began… 600 traditional medicine practitioners signed a pledge against using rhino horn (T5G – National Center for Health Communication and Education). And most importantly… fewer than 2% of treated rhinos have been poached (Dr. L. Hern, 2015) and Vietnam’s rhino horn consumption has since declined by 77% (Tuoi Tre Media, 2015) Campaign Description We understood the unfortunate reality that Vietnamese rhino horn consumers cared little for an endangered species, or the scientific fact rhino horn is identical to human fingernails. We realised their increasing consumption was based purely on perceived personal benefit. OUR IDEA WAS TO DEVALUE RHINO HORN BY TURNING IT FROM A ‘PRICELESS’ STATUS SYMBOL INTO WORTHLESS POISON. We collaborated with Dr. Lorinda Hern of Rhino Rescue Project to infuse South African rhino horns with a pyrethroid-based solution that’s harmless to rhinos – but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew of the risks: Via a press conference that directly connected Vietnamese media to the horn treatments happening real-time in South Africa, and by plastering warnings throughout Vietnam. We also rallied the international community for donations to extend the horn treatment program. Synopsis In Vietnam, rhino horn has been valued for its supposed curative properties for hundreds of years. But as rhino populations have become increasingly endangered, so too has the price of illegal rhino horn risen even higher than that of cocaine or gold. Yet this has only added to its appeal with Vietnam’s growing newly rich, who also use it show off their high social status – and which has directly resulted in Vietnam being identified as the driving force behind illegal rhino poaching in South Africa.With minimal budget, we needed to break through Vietnam’s deep-rooted cultural beliefs and corruption (many high-ranking government officials are allegedly illegal rhino horn users themselves), in order to:-Change the perception rhino horn has health benefits-Lower purchase intention -Gather media support with no media budget at all-Pressure the Government to toughen its act against Vietnam’s rhino horn trade Client Brief Or Objective We collaborated extensively with our non-profit partner based in South Africa, in order to gain maximum results within Vietnam on a shoestring budget of USD $15,000.In this way, we were able to gain impressive earned media exposure with NO media budget except USD $500 used to secure the press conference venue.The remaining USD $14,500 was allocated as effectively as possible into cost-effective ‘guerilla-style’ outdoor executions, social media targeting, simple print and digital collateral production, and crowdfunding/fundraising activities. Execution We used the poisoned rhino horns themselves as a tactic to directly influence national consumer behaviour against consumption.Launching in April 2015 and with no media budget at all, we held an innovative Q&A press conference that allowed Vietnamese media to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Hern.Simultaneously, we plastered economical yet culturally effective ‘guerilla-style’ health warnings in targeted outdoor locations across Vietnam. While in online, we used targeted social media to further spread the message, and created the hashtag #cuutegiac (save the rhinos) as a more consumer-friendly way to allow the entire nation to get involved with activities of support.Finally, we created a series of multi-lingual, educational print and digital collateral. These were also used to support crowdfunding activities that rallied the international community for donations to extend the horn treatment program. Strategy We targeted the Vietnamese public to challenge longstanding cultural beliefs, and also those wealthy, powerful individuals and organisations (such as high-ranking members of the conservative socialist government, celebrities and respected CEOs), who were allegedly all illegal rhino horn consumers themselves.Having identified such a broad target but with virtually no media spend, PR was essential in activating a highly-coordinated media relations effort to generate mass-media coverage from the nation’s most respected publications – going beyond traditional efforts with an innovative Q&A press conference that for the first time allowed journalists to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Lorinda Hern.THIS INNOVATIVE PR APPROACH ENABLED US TO DEBUNK THE DEEP-ROOTED CULTURAL MYTH OF RHINO HORN’S SUPPOSED HEALTH BENEFITS – AND ITS VALUE AS A STATUS SYMBOL – BY PROVING POISONED RHINO HORN WAS NOW A HEALTH HAZARD. Execution We used the poisoned rhino horns themselves as a highly newsworthy story to directly influence national consumer behaviour against consumption.Launching in April 2015 and with no media budget at all, we held an innovative Q&A press conference that allowed Vietnamese media to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Hern.Simultaneously, we plastered economical yet culturally effective ‘guerilla-style’ health warnings in targeted outdoor locations across Vietnam. While in online, we used targeted social media to further spread the message, and created the hashtag #cuutegiac (save the rhinos) as a more consumer-friendly way to allow the entire nation to get involved with activities of support.Finally, we created a series of multi-lingual, educational print and digital collateral. These were also used to support crowdfunding activities that rallied the international community for donations to extend the horn treatment program. Relevancy Vietnam, the world’s number one rhino horn consumer. Newly rich used rhino horn as a status symbol, believing it could cure anything from hangovers to impotence – despite scientific proof it doesn’t. Previous efforts at debunking this myth through education and conservation appeals have not succeeded, and unprecedented demand was leaving rhinos dying in agony and on the verge of total extinction. OUR SOLUTION WAS TO GO BEYOND TRADITIONAL ADVERTISING EFFORTS TO INNOVATIVELY USE PR & MEDIA RELATIONS TO BROADCAST THE PROVOCATIVE STORY OF POISONED RHINO HORNS – AND KILL VIETNAM’S RHINO HORN TRADE ITSELF. Campaign Description We understood the unfortunate reality that Vietnamese rhino horn consumers cared little for an endangered species, or the scientific fact rhino horn is identical to human fingernails. We realised their increasing consumption was based purely on perceived personal benefit. OUR IDEA WAS TO DEVALUE RHINO HORN BY TURNING IT FROM A ‘PRICELESS’ STATUS SYMBOL INTO WORTHLESS POISON. We collaborated with Dr. Lorinda Hern of Rhino Rescue Project to infuse South African rhino horns with a pyrethroid-based solution that’s harmless to rhinos – but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew of the risks: Via a press conference that directly connected Vietnamese media to the horn treatments happening real-time in South Africa, and by plastering warnings throughout Vietnam. We also rallied the international community for donations to extend the horn treatment program. Outcome With a controversial story comes impact: Within a week of launch our website was hacked and Vietnam’s socialist Government tried to ban our campaign, labelling it ‘divisive’. Yet with no media spend, we’d already gained over 90 earned national articles with an estimated value of USD $130,000, attracted international attention, and exceeded KPIs by over 300%. (Perhaps not significant compared to democratic countries, yet representing the most unpaid exposure of any non-Government story in recent Vietnamese history.)Bowing to public pressure, the Government (and local NGOs) joined us with their own campaigns educating against rhino horn consumption. Since our campaign began… 600 traditional medicine practitioners signed a pledge against using rhino horn (T5G – National Center for Health Communication and Education). Most importantly… fewer than 2% of treated rhinos have been poached (Dr. L. Hern, 2015) and Vietnam’s rhino horn consumption has since declined by 77% (Tuoi Tre Media, 2015) Synopsis In Vietnam, rhino horn has been valued for its supposed curative properties for hundreds of years. But as rhino populations have become increasingly endangered, so too has the price of illegal rhino horn risen even higher than that of cocaine or gold. Yet this has only added to its appeal with Vietnam’s growing newly rich, who also use it show off their high social status – and which has directly resulted in Vietnam being identified as the driving force behind illegal rhino poaching in South Africa.With minimal budget, we needed to break through Vietnam’s deep-rooted cultural beliefs and corruption (many high-ranking government officials are allegedly illegal rhino horn users themselves), in order to:-Change the perception rhino horn has health benefits-Lower purchase intention -Gather media support with no media budget at all-Pressure the Government to toughen its act against Vietnam’s rhino horn trade
Saving Africa's Last Wild Rhinos, By Poisoning Them.
案例简介：相关性 越南，世界头号犀牛角消费国。新富用犀牛角作为身份象征，认为它可以治愈从宿醉到阳痿的任何东西 -- 尽管科学证明它不能。以前通过教育和保护呼吁揭穿这一神话的努力没有成功，前所未有的需求让犀牛痛苦地死去，濒临完全灭绝。我们的解决方案是超越传统广告的努力，通过一种挑衅性的新的直接媒体策略 -- 有毒的犀牛角，杀死 vietnam的犀牛角贸易本身。 战略 我们面临着多方面的战略挑战，不仅针对越南公众挑战他们长期的文化信仰，也针对那些富人, 强大的个人和组织 (如保守的社会主义政府的高级成员、名人和受人尊敬的首席执行官),据称他们都是非法犀牛角消费者。由于这个问题在越南国内的极端敏感性，我们通过寻找和与越南私人非政府组织和保护专家 “私下” 交谈来进行运动研究, 并将这些信息与全球公认的犀牛角消费数据相结合，形成我们的战略和方法:利用独立媒体的力量揭穿犀牛角被认为的健康益处及其作为身份象征的价值的根深蒂固的文化神话, 通过证明中毒的犀牛角现在是一个危险的健康危害。 结果 我们的运动被证明是有争议的: 在推出一周内，我们的网站被黑客攻击，社会主义政府试图禁止我们的运动，称它为 “分裂”。然而，由于没有媒体支出，我们已经获得了 90 多篇估计价值 130,000 美元的国家文章，也吸引了国际关注。(虽然与民主国家相比可能并不显著，但这一结果代表了越南近代史上任何非政府故事中最无报酬的曝光。) 迫于公众压力，政府 (和当地非政府组织) 很快加入了我们自己的运动，对犀牛角消费进行教育。自我们的运动开始以来…… 600 名传统医学从业者签署了反对使用犀牛角的承诺 (T5G-国家健康传播和教育中心)。最重要的是…… 只有不到 2% 的处理过的犀牛被偷猎 (Hern 博士，2015)，越南的犀牛角消费量此后下降了 77% (Tuoi Tre Media，2015) 活动描述 我们理解不幸的现实，即越南犀牛角消费者很少关心濒危物种，或者科学事实犀牛角与人类指甲相同。我们意识到他们不断增加的消费纯粹是基于个人利益。我们的想法是通过将犀牛角从一个 “昂贵” 的地位象征变成毫无价值的毒药来贬低它的价值。我们与犀牛救援项目的洛林达 · 赫恩博士合作，向南非犀牛角注入一种基于拟除虫菊酯的溶液，这种溶液对犀牛无害 -- 但是如果被人类食用，会引起恶心、呕吐, 瘫痪和潜在的死亡。公共健康警告同时发布，以确保每个偷猎者、贸易商和买家都知道风险: 通过一次新闻发布会，越南媒体与南非实时发生的喇叭治疗直接相连, 通过在越南各地张贴警告。我们还召集国际社会捐款，以扩大非洲之角治疗计划。 概要 在越南，数百年来，犀牛角一直因其所谓的治疗性能而受到重视。但是随着犀牛数量日益濒危，非法犀牛角的价格也比可卡因或黄金的价格上涨得更高。然而，这只会随着越南不断增长的新富增加其吸引力, 谁也用它来炫耀他们的高社会地位 -- 这直接导致越南被认为是南非非法偷猎犀牛的驱动力。用最少的预算，我们需要打破越南根深蒂固的文化信仰和腐败(许多高级政府官员据称是非法犀牛角用户)，以便: -改变犀牛角对健康有好处的看法-降低购买意愿-在没有媒体预算的情况下收集媒体支持-政府有压力加强对越南犀牛角贸易的行动 客户简报或目标 我们与我们在南非的非营利合作伙伴进行了广泛的合作，以便以 15,000.美元的小预算在越南获得最大的成果。我们能够在没有媒体预算的情况下获得令人印象深刻的媒体曝光，除了用于确保新闻发布会场地的 500 美元。剩余的 14,500 美元尽可能有效地分配到具有成本效益的 “游击式” 户外处决、社交媒体定位、简单印刷和数字宣传材料以及众筹/筹款活动。 执行 我们利用有毒的犀牛角本身作为一种策略，直接影响国家消费者的消费行为。我们于 2015年4月推出，完全没有媒体预算，举行了一次创新的问答新闻发布会，让越南媒体实时观察南非发生的中毒治疗,让 Hern 博士现场直接回答他们的问题。同时，我们在越南的目标户外地点张贴了经济但文化上有效的 “游击式” 健康警告。在网上，我们使用有针对性的社交媒体来进一步传播信息，并创建了标签 # cuutegiac (拯救犀牛) 作为一种更有利于消费者的方式，允许整个国家参与支持活动。最后，我们创建了一系列多语言、教育印刷和数字抵押品。这些也被用来支持众筹活动，筹集国际社会的捐款，以扩大非洲之角治疗计划。 战略 我们的目标是越南公众挑战长期的文化信仰，以及那些富有、有权势的个人和组织 (如保守的社会主义政府的高级成员、名人和受人尊敬的首席执行官), 据称他们都是非法犀牛角消费者。确定了如此广泛的目标，但几乎没有媒体支出,公关对于启动高度协调的媒体关系至关重要，以从美国最受尊敬的出版物中产生大众媒体报道 -- 超越传统的努力，举行创新的问答新闻发布会第一次允许记者实时查看南非发生的中毒治疗,让洛林达 · 赫恩博士现场直接回答他们的问题。这种创新的公关方法使我们能够通过证明有毒的犀牛角现在是一个健康危害来揭穿犀牛角的根深蒂固的文化神话，证明犀牛角被认为对健康有益 -- 以及它作为地位象征的价值。 执行 我们利用有毒的犀牛角本身作为一个非常有新闻价值的故事来直接影响国家消费者的消费行为。我们于 2015年4月推出，完全没有媒体预算，举行了一次创新的问答新闻发布会，让越南媒体实时观察南非发生的中毒治疗,让 Hern 博士现场直接回答他们的问题。同时，我们在越南的目标户外地点张贴了经济但文化上有效的 “游击式” 健康警告。在网上，我们使用有针对性的社交媒体来进一步传播信息，并创建了标签 # cuutegiac (拯救犀牛) 作为一种更有利于消费者的方式，允许整个国家参与支持活动。最后，我们创建了一系列多语言、教育印刷和数字抵押品。这些也被用来支持众筹活动，筹集国际社会的捐款，以扩大非洲之角治疗计划。 相关性 越南，世界头号犀牛角消费国。新富用犀牛角作为身份象征，认为它可以治愈从宿醉到阳痿的任何东西 -- 尽管科学证明它不能。以前通过教育和保护呼吁揭穿这一神话的努力没有成功，前所未有的需求让犀牛痛苦地死去，濒临完全灭绝。我们的解决方案是超越传统广告的努力，创新地利用公关和媒体关系来播放有毒犀牛角的挑衅性故事，并杀死 vietnam的犀牛角贸易本身。 活动描述 我们理解不幸的现实，即越南犀牛角消费者很少关心濒危物种，或者科学事实犀牛角与人类指甲相同。我们意识到他们不断增加的消费纯粹是基于个人利益。我们的想法是通过将犀牛角从一个 “昂贵” 的地位象征变成毫无价值的毒药来贬低它的价值。我们与犀牛救援项目的洛林达 · 赫恩博士合作，向南非犀牛角注入一种基于拟除虫菊酯的溶液，这种溶液对犀牛无害 -- 但是如果被人类食用，会引起恶心、呕吐, 瘫痪和潜在的死亡。公共健康警告同时发布，以确保每个偷猎者、贸易商和买家都知道风险: 通过一次新闻发布会，越南媒体与南非实时发生的喇叭治疗直接相连, 通过在越南各地张贴警告。我们还召集国际社会捐款，以扩大非洲之角治疗计划。 结果 一个有争议的故事带来了影响: 在发布后的一周内，我们的网站被黑客入侵，越南社会主义政府试图禁止我们的运动，称它为 “分裂”。然而，由于没有媒体支出，我们已经获得了 90 多英镑获得了估计价值 130,000 美元的国家物品，吸引了国际关注，超过了 KPIs 300%。(也许与民主国家相比并不重要，但在越南近代史上，这代表了任何非政府故事中最无报酬的曝光。) 迫于公众压力，政府 (和当地非政府组织) 加入了我们自己的运动，对犀牛角消费进行教育。自我们的运动开始以来…… 600 名传统医学从业者签署了反对使用犀牛角的承诺 (T5G-国家健康传播和教育中心)。最重要的是…… 只有不到 2% 的处理过的犀牛被偷猎 (Hern 博士，2015)，越南的犀牛角消费量此后下降了 77% (Tuoi Tre Media，2015) 概要 在越南，数百年来，犀牛角一直因其所谓的治疗性能而受到重视。但是随着犀牛数量日益濒危，非法犀牛角的价格也比可卡因或黄金的价格上涨得更高。然而，这只会随着越南不断增长的新富增加其吸引力, 谁也用它来炫耀他们的高社会地位 -- 这直接导致越南被认为是南非非法偷猎犀牛的驱动力。用最少的预算，我们需要打破越南根深蒂固的文化信仰和腐败(许多高级政府官员据称是非法犀牛角用户)，以便: -改变犀牛角对健康有好处的看法-降低购买意愿-在没有媒体预算的情况下收集媒体支持-政府有压力加强对越南犀牛角贸易的行动
Saving Africa's Last Wild Rhinos, By Poisoning Them.
案例简介：Relevancy Vietnam, the world’s number one rhino horn consumer. Newly rich used rhino horn as a status symbol, believing it could cure anything from hangovers to impotence – despite scientific proof it doesn’t. Previous efforts at debunking this myth through education and conservation appeals have not succeeded, and unprecedented demand was leaving rhinos dying in agony and on the verge of total extinction. OUR SOLUTION WAS TO GO BEYOND TRADITIONAL ADVERTISING EFFORTS TO KILL VIETNAM’S RHINO HORN TRADE ITSELF VIA A PROVOCATIVE NEW DIRECT MEDIA TACTIC – POISONED RHINO HORNS. Strategy We faced a multi-faceted strategic challenge, targeting not only the general Vietnamese public to challenge their longstanding cultural beliefs – but also those wealthy, powerful individuals and organisations (such as high-ranking members of the conservative socialist government, celebrities and respected CEOs), who were allegedly all illegal rhino horn consumers themselves.Due to this extreme sensitivity of the issue within Vietnam, we conducted campaign research by seeking out and speaking ‘off the record’ with private Vietnamese NGOs and conservation experts, and also combining this information with globally recognised rhino horn consumption data to form our strategy and approach: TO USE THE POWER OF INDEPENDENT MEDIA TO DEBUNK THE DEEP-ROOTED CULTURAL MYTH OF RHINO HORN’S SUPPOSED HEALTH BENEFITS AND ITS VALUE AS A STATUS SYMBOL, BY PROVING POISONED RHINO HORN WAS NOW A DANGEROUS HEALTH HAZARD. Outcome Our campaign proved controversial: Within a week of launch our website had been hacked and the socialist Government tried to ban our campaign, labelling it ‘divisive’. Yet with no media spend, we’d already gained over 90 earned national articles with an estimated value of USD $130,000, and also attracted international attention. (While perhaps not significant compared to democratic countries, this result represented the most unpaid exposure any non-Government story has received in recent Vietnamese history.)Bowing to public pressure, the Government (and local NGOs) soon joined us with their own campaigns educating against rhino horn consumption. Since our campaign began… 600 traditional medicine practitioners signed a pledge against using rhino horn (T5G – National Center for Health Communication and Education). And most importantly… fewer than 2% of treated rhinos have been poached (Dr. L. Hern, 2015) and Vietnam’s rhino horn consumption has since declined by 77% (Tuoi Tre Media, 2015) Campaign Description We understood the unfortunate reality that Vietnamese rhino horn consumers cared little for an endangered species, or the scientific fact rhino horn is identical to human fingernails. We realised their increasing consumption was based purely on perceived personal benefit. OUR IDEA WAS TO DEVALUE RHINO HORN BY TURNING IT FROM A ‘PRICELESS’ STATUS SYMBOL INTO WORTHLESS POISON. We collaborated with Dr. Lorinda Hern of Rhino Rescue Project to infuse South African rhino horns with a pyrethroid-based solution that’s harmless to rhinos – but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew of the risks: Via a press conference that directly connected Vietnamese media to the horn treatments happening real-time in South Africa, and by plastering warnings throughout Vietnam. We also rallied the international community for donations to extend the horn treatment program. Synopsis In Vietnam, rhino horn has been valued for its supposed curative properties for hundreds of years. But as rhino populations have become increasingly endangered, so too has the price of illegal rhino horn risen even higher than that of cocaine or gold. Yet this has only added to its appeal with Vietnam’s growing newly rich, who also use it show off their high social status – and which has directly resulted in Vietnam being identified as the driving force behind illegal rhino poaching in South Africa.With minimal budget, we needed to break through Vietnam’s deep-rooted cultural beliefs and corruption (many high-ranking government officials are allegedly illegal rhino horn users themselves), in order to:-Change the perception rhino horn has health benefits-Lower purchase intention -Gather media support with no media budget at all-Pressure the Government to toughen its act against Vietnam’s rhino horn trade Client Brief Or Objective We collaborated extensively with our non-profit partner based in South Africa, in order to gain maximum results within Vietnam on a shoestring budget of USD $15,000.In this way, we were able to gain impressive earned media exposure with NO media budget except USD $500 used to secure the press conference venue.The remaining USD $14,500 was allocated as effectively as possible into cost-effective ‘guerilla-style’ outdoor executions, social media targeting, simple print and digital collateral production, and crowdfunding/fundraising activities. Execution We used the poisoned rhino horns themselves as a tactic to directly influence national consumer behaviour against consumption.Launching in April 2015 and with no media budget at all, we held an innovative Q&A press conference that allowed Vietnamese media to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Hern.Simultaneously, we plastered economical yet culturally effective ‘guerilla-style’ health warnings in targeted outdoor locations across Vietnam. While in online, we used targeted social media to further spread the message, and created the hashtag #cuutegiac (save the rhinos) as a more consumer-friendly way to allow the entire nation to get involved with activities of support.Finally, we created a series of multi-lingual, educational print and digital collateral. These were also used to support crowdfunding activities that rallied the international community for donations to extend the horn treatment program. Strategy We targeted the Vietnamese public to challenge longstanding cultural beliefs, and also those wealthy, powerful individuals and organisations (such as high-ranking members of the conservative socialist government, celebrities and respected CEOs), who were allegedly all illegal rhino horn consumers themselves.Having identified such a broad target but with virtually no media spend, PR was essential in activating a highly-coordinated media relations effort to generate mass-media coverage from the nation’s most respected publications – going beyond traditional efforts with an innovative Q&A press conference that for the first time allowed journalists to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Lorinda Hern.THIS INNOVATIVE PR APPROACH ENABLED US TO DEBUNK THE DEEP-ROOTED CULTURAL MYTH OF RHINO HORN’S SUPPOSED HEALTH BENEFITS – AND ITS VALUE AS A STATUS SYMBOL – BY PROVING POISONED RHINO HORN WAS NOW A HEALTH HAZARD. Execution We used the poisoned rhino horns themselves as a highly newsworthy story to directly influence national consumer behaviour against consumption.Launching in April 2015 and with no media budget at all, we held an innovative Q&A press conference that allowed Vietnamese media to view the poisoning treatments happening real-time in South Africa, and have their questions answered live and direct by Dr. Hern.Simultaneously, we plastered economical yet culturally effective ‘guerilla-style’ health warnings in targeted outdoor locations across Vietnam. While in online, we used targeted social media to further spread the message, and created the hashtag #cuutegiac (save the rhinos) as a more consumer-friendly way to allow the entire nation to get involved with activities of support.Finally, we created a series of multi-lingual, educational print and digital collateral. These were also used to support crowdfunding activities that rallied the international community for donations to extend the horn treatment program. Relevancy Vietnam, the world’s number one rhino horn consumer. Newly rich used rhino horn as a status symbol, believing it could cure anything from hangovers to impotence – despite scientific proof it doesn’t. Previous efforts at debunking this myth through education and conservation appeals have not succeeded, and unprecedented demand was leaving rhinos dying in agony and on the verge of total extinction. OUR SOLUTION WAS TO GO BEYOND TRADITIONAL ADVERTISING EFFORTS TO INNOVATIVELY USE PR & MEDIA RELATIONS TO BROADCAST THE PROVOCATIVE STORY OF POISONED RHINO HORNS – AND KILL VIETNAM’S RHINO HORN TRADE ITSELF. Campaign Description We understood the unfortunate reality that Vietnamese rhino horn consumers cared little for an endangered species, or the scientific fact rhino horn is identical to human fingernails. We realised their increasing consumption was based purely on perceived personal benefit. OUR IDEA WAS TO DEVALUE RHINO HORN BY TURNING IT FROM A ‘PRICELESS’ STATUS SYMBOL INTO WORTHLESS POISON. We collaborated with Dr. Lorinda Hern of Rhino Rescue Project to infuse South African rhino horns with a pyrethroid-based solution that’s harmless to rhinos – but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew of the risks: Via a press conference that directly connected Vietnamese media to the horn treatments happening real-time in South Africa, and by plastering warnings throughout Vietnam. We also rallied the international community for donations to extend the horn treatment program. Outcome With a controversial story comes impact: Within a week of launch our website was hacked and Vietnam’s socialist Government tried to ban our campaign, labelling it ‘divisive’. Yet with no media spend, we’d already gained over 90 earned national articles with an estimated value of USD $130,000, attracted international attention, and exceeded KPIs by over 300%. (Perhaps not significant compared to democratic countries, yet representing the most unpaid exposure of any non-Government story in recent Vietnamese history.)Bowing to public pressure, the Government (and local NGOs) joined us with their own campaigns educating against rhino horn consumption. Since our campaign began… 600 traditional medicine practitioners signed a pledge against using rhino horn (T5G – National Center for Health Communication and Education). Most importantly… fewer than 2% of treated rhinos have been poached (Dr. L. Hern, 2015) and Vietnam’s rhino horn consumption has since declined by 77% (Tuoi Tre Media, 2015) Synopsis In Vietnam, rhino horn has been valued for its supposed curative properties for hundreds of years. But as rhino populations have become increasingly endangered, so too has the price of illegal rhino horn risen even higher than that of cocaine or gold. Yet this has only added to its appeal with Vietnam’s growing newly rich, who also use it show off their high social status – and which has directly resulted in Vietnam being identified as the driving force behind illegal rhino poaching in South Africa.With minimal budget, we needed to break through Vietnam’s deep-rooted cultural beliefs and corruption (many high-ranking government officials are allegedly illegal rhino horn users themselves), in order to:-Change the perception rhino horn has health benefits-Lower purchase intention -Gather media support with no media budget at all-Pressure the Government to toughen its act against Vietnam’s rhino horn trade
通过毒害非洲最后的野生犀牛来拯救它们。
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Saving Africa's Last Wild Rhinos, By Poisoning Them.
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