Disturbing online videos document the illegal killing and trade of wildlife, including film of poachers who shoot elephants with AK-47 assault rifles to take only their tusks, and poachers who shoot rhinos with tranquilizer guns and remove their horns with chain saws. But the World Wildlife Fund does not focus on such imagery. A new public service campaign by the group, for example, features a print ad that shows a majestic elephant in profile, its trunk curled into an ampersand above its tusks. “I am not a trinket,” says the headline. Another print ad features a photo of a healthy rhinoceros over the headline, “I am not medicine.” It continues, “At least one rhino is killed every day due to the mistaken belief that rhino horn can cure cancer and hangovers.” So why the change in marketing? Many people are thrown off by gruesome images and tend to turn away, no matter what the message may be. So by showing the animals simple beauty, the target audience is more likely to pay attention and want to help those animals keep their beauty they are so well know for. The World Wildlife Fund is particularly eager to promote the campaign in advance of the Convention on International Trade in Endangered Species of Wild Fauna and Flora, known as CITES, which will celebrate its 40th anniversary in March in Bangkok. So far, the campaign has been received well and is expecting to continue to be received well.
http://www.nytimes.com/2013/02/20/business/media/world-wildlife-fund-anti-poaching-campaign-avoids-violent-images.html?ref=earth&_r=0
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