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The United Nations Environment Program (UNEP) has launched two digital campaigns called “Not your medicine” and “#SadEmojis” on wildlife trafficking, on World Environment Day.
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Conceptualized by Ogilvy for UNEP in association with WCCB (Wildlife Crime Control Bureau), MoEFCC (Ministry of Environment, Forests and Climate Change) and Traffic, the campaign was launched on June 5 by Prakash Keshav Javadekar, Minister of environment, forests and climate change.
Rampant smuggling and culling of several Indian wildlife species exist due to superstitious beliefs and myths. Body parts are marketed and prescribed to cure people of many diseases despite the lack of substantial scientific evidence. The “Not Your Medicine” campaign delivers a hard-hitting point through its visuals by calling out to species that are suffering from fake cures.
Rhinos are not your medicine:
Pangolins are not your medicine:
The next campaign uses emojis but of a different kind. Emojis are an integral part of our daily conversations. All human expressions are covered by different emojis. To raise awareness about the most trafficked wildlife species and their plight, a special set of endangered species emojis has been created. However, these emojis only show one type of expression, sadness. Internet users who wish to support the cause can participate by using these Sad Emojis in their conversations.
Sukesh Nayak, Creative Director at Ogilvy India, said, “The first #NotYourMedicine campaign shines a light on the plight of trafficked wildlife who suffer in the name of bogus cures even today. The second, #SadEmojis, is a digital campaign where we’re launching a new set of sad endangered species emojis, through which we aim to raise awareness in every social conversation.
Atul Bagai, Country Head of the United Nations Environment Programme, said: “The India office reiterated that the Covid-19 pandemic has been a wake-up call for the human race to respect nature. and learn to coexist. The illegal wildlife trade is the world’s fourth largest 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. To build back better, we must remember that these species, illegally traded for fake cures, are one of the most serious threats to the existence of wildlife. This is not your medicine! »
Celebrities such as Dia Mirza, Akshay Kumar and many more have joined the cause by sharing the two campaigns far and wide. They actively used #SadEmojis in their conversations and encouraged their followers to join in. In doing so, they have raised awareness and started a dialogue about the wildlife issues prevalent today.
Indian Creative Director: Sukesh Nayak
Indian Creative Director: Harshad Rajadhyaksha
Indian Creative Director: Kainaz Karmakar
Creative Director: Sunil Sharma
Associate Creative Director: Rajesh Tiwari
Copy Supervisor: Sheldon D’souza
Artistic Director: Prathamesh Pawaskar
Account Manager: Siddhesh Desai
Client: United Nations Environment Program (UNEP)
UNEP Country Head: Atul Bagai
Senior Consultant, UNEP: Madhur Das
Production house: concept images