Conceptualized by Ogilvy for UNEP in association with WCCB (Wildlife Crime Control Bureau), MoEFCC (Ministry of Environment Forest & Climate Change), and TRAFFIC, two digital campaigns were released on World Environment Day to raise awareness on Wildlife Trafficking. Prakash Keshav Javadekar, the honourable Minister of Environment, Forest and Climate Change unveiled the titles of the campaign, ‘Not Your Medicine’ & ‘#SadEmojis’. The campaign ‘Not your medicine’ delivers a hard-hitting point through its visuals by calling out species that suffer due to fake remedies.
Rhinos are not your medicine:
Pangolins are not your medicine:
The next campaign uses Emojis but of a different kind. To raise awareness about the most trafficked wildlife species and their plight, a special set of emojis of endangered species have been created. Netizens who wish to support the cause can join in by using these Sad Emojis in their conversations.
The sad emojis:
Speaking about the idea behind the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “The first campaign #NotYourMedicine highlights the plight of trafficked wildlife species suffering in the name of fake remedies even today. The second one – #SadEmojis, is a digital campaign wherein we launch a new set of sad emojis of endangered species, through which we aim to spread awareness with every single social conversation.”
Shedding light on the global issue of Wildlife Trafficking Atul Bagai, Country Head, United Nations Environment Programme India Office, said, “The COVID -19 pandemic has been a wake-up call to the human race to respect nature and to learn to coexist. Illegal wildlife trade is the fourth largest global crime. It is driven by demand for trophies, fashion accessories, exquisite cuisine, exotic pets and products based on cultural/ superstitious beliefs. One of the main reasons for illegal poaching and trade is their unsubstantiated use in traditional medicines. In building back better, we need to remember that these species, traded illegally for false remedies is one of the most serious threats to the existence of wildlife are- Not your medicine!”