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Title IFAW & IFENG_Fragile Friends Company Cheil China
Category Social Engagement - Design
Subcategory Design– Single
Creative Concept Background : According to the UN, every 20 minutes, an animal species disappears forever. One quarter of mammals today are in danger of extinction…If we do not take action today, our kids may not be able to see them tomorrow. IFAW wants to let people know about this cruel fact and take action.
Solution: IFAW wants to let people know about this cruel fact and take action, our approach was to start implementing the message to children since instilling messages with youth is easier and more impactful. So, we decided to spread the message in special children’s books and created an English picture book called Fragile Friends, to reveal to child short facts about how and why “Animals Are Fragile”.
Result: We printed two versions in Chinese and English, one thousand copies of Fragile Friends, had them delivered to more than 50 kindergartens. Over 10,000 children realized this point of view “Animals Are Fragile” through lively teaching, their awareness of animal protection is raised. And they become the ambassador and life protector of these endangered animals. In a way, allowing them be the teachers of their parents. ‘Gongyi.Ifeng.com’ reported vigorously to the events, a widespread social concern is caused.
Credits
Creative Director: Jacky Lung, Shengxiong Chen, Donghai Liu
Copy: ShaoQing Wu
Art Director: YuQian Song
Client Service: Snow Li
Agency Producer: Xin Tan
 
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