Thought to have been the cause of the unprecedented COVID-19 pandemic, wildlife markets and other wildlife trade for human consumption leaves the human population exposed to the threat of more dangerous diseases—while also leaving wildlife exposed to threats of extinction. So, when we act to protect wildlife, in turn, we are acting to protect ourselves from future deadly diseases.
It’s with this premise that we developed a campaign for the Wildlife Conservation Society, WCS, that would lead people to take direct action and reach out to members of congress and urge them to enact policies and federal legislation that aim to ban wildlife trade in the U.S. market as well as putting pressure on the U.N. to pass a resolution to stop commercial wildlife trade (particularly birds and mammals) for human consumption.
To most effectively communicate our message we chose to focus on image that has become shorthand for this pandemic, the protective mask. An image every person on the planet now has a personal connection to. By utilizing the mask as a blank canvas we project images of trafficked wildlife directly on top, quickly communicating the connectedness of wildlife for human consumption and their role in this and future pandemics and how protecting one species leads to protecting another, us.
Film advertisement created by Publicis Groupe, United States for Wildlife Conservation Society, within the category: Public Interest, NGO.
Chief Creative Officer: Kathy Delaney
EVP Creative Director: Brendan Ward
Associate Creative Experience Director: Danny Noval
Senior Art Director: Hailey Seiferheld
Copy Supervisor: Delsa Keirnan
VP Account Director: Tiffany Chan
Executive Producer: Susan Ducey
ECD: Vico Sharabani / The-Artery
Executive Producer: Deborah Sullivan / The-Artery
Directors: Westin Ray, Austin Ray / The-Artery
Visual Effects + Color: Asaf Yeger / The-Artery
Editor: Michael Elliot / The-Artery
Excecutive Vice President Public Affairs: John Calvelli / Wildlife Conservation Society
Executive Director Partnerships: Kathi Schaeffer / Wildlife Conservation Society
Assistant Director US Policy & Advocacy: Christina Manto / Wildlife Conservation Society