ProblemThe world has lost 52 percent of its biodiversity over the last 40 years. One of the biggest causes of this loss is the international illicit trade in endangered species, which represents a multi-billion dollar industry. Driving the decline in wildlife is unrelenting poaching to supply consumer demand, wreaking havoc on rhinos, elephants, tigers and many other wild animal populations around the world, while strengthening organized crime and weakening rule of law. The United States and Vietnam are among the top three consumers of illicit wildlife in the world.
ApproachOperation Game Change (OGC) is a multi-platform campaign to reduce the demand for illegal wildlife products in Vietnam by addressing prevailing social and cultural norms with a particular focus on the demand for rhino horn. Love Frankie was the strategic communications partner for the program and produced Vietnam’s first ever national short film Festival focused on wildlife conservation issues. The ‘WildFest’ film content engaged professional and amateur filmmakers nationally to produce powerful short films across a range of genres. The filmmakers were invited to kick-off workshops held nationwide to learn about the issue, hear from experts and get access to key research and data on the prevalence of the issue. The competition culminated in a high profile outdoor festival in front of a UNESCO world heritage site in Hanoi, Vietnam’s capital.
Impact-5,000 people attended the event -300,000+ views of the digital content online -The event had a significant impact on people's awareness and attitudes towards illegal wildlife products, with a 60% increase on overall KAP.
ServicesCampaign strategy, content and event production, media partnerships, influencer engagement, research and analysis