Creative Director/ art director
at
Scanad Kenya ( also Uganda & Tanzania)
Gurgaon, India
| Título | Forest - Spot the poacher |
| Brief | Poaching is on the rise in Kenya. By joining the KWS rangers, you could help. But you'll need sharp eyes to spot the poachers, hence this recruitment print ad in national and regional newspapers, as well as in parks and recruitment centers and on village noticeboards. So, did you spot the poacher? |
| Agencia | Scanad Kenya ( also Uganda & Tanzania) |
| Campaña | Forest |
| Anunciante | Kenya Wildlife Service |
| Marca | Kenya Wildlife Service |
| Fecha de primera difusión/publicación | 2016 / 9 |
| Sector Empresarial | Protección / Derechos de los animales, adopción |
| Lema | Spot the poacher. |
| Sinopsis | KWS ranger recruitment drive. Tourism is the highest earner for Kenya and thus the need to recruit the best to save our country’s heritage. Brand: KWS is the sole guardian of all Wildlife in Kenya.The sole jurisdiction over 27 national parks and an oversight role in the management of 34 national reserves and private sanctuaries. Challenge: Poaching in Africa has decimated numbers of rare species and is projected in the near future, we will have no wildlife to boast of. The western black rhino was declared extinct five years ago as a result of poaching. It is important to note there are only three white rhinos left in the world! and currently under 24 hour ranger protection in Kenya. In the field, the battle to save Kenya’s elephants and black and white rhino continues. Those animals are protected by ONLY 150 rangers covering 62,000 acres. Observation: Increased poaching of wildlife in Kenya has seen increased methods of poaching. The most The creative idea: Came up with an interesting idea to attract better quality recruits, using specific perimeter of GOOD EYESIGHT and quick ability to SPOT THE POACHER. We created a recruitment print Ad in all national and regional newspapers, Over 3,000 innovative media posters put up in national park drive ways and village information boards. The strategy: By using the forest as an execution, we contextualized the brand role and brand challenge. We choose a poster to allow us to get the required skilled person for the prescribed recruitment. Target audience was unemployed people (Age 18-34yrs) in semi urban, rural areas, especially the communities that reside within park areas. We placed posters within the parks, village notice boards and recruitment centers. The results: In spite of these challenges and limited resources, Kenya has achieved tremendous improvements in tackling wildlife crime. Poaching drives huge 30% decline in Africa's savannah elephants. THIS GOT KENYANS EXCITED with the interactive experience of recruitment for an otherwise archaic profession. |
| Medio | Prensa y publicaciones |
| Director creativo | Rishi Aggarwal |
| Director creativo | Tony Njuguna |
| Director artístico | Rishi Aggarwal |
| Responsable de conceptos / redactor | Tony Njuguna |
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