Going, Going, Gone. STOP IVORY

Overview

Following the UK government’s recent announcement that they are planning to ban ivory trading, conservation charity Stop Ivory decided to continue to push that the ban be written into UK law. The charity is also challenging other nations to follow suit, with a hard-hitting new campaign from J. Walter Thompson London.

Whether it’s a tiny trinket or a large item, many people do not make the connection that when they buy ivory, the source of the product is invariably a butchered elephant. Although the UK Government made the recent announcement for a strict UK ivory ban, many countries still permit the trading of ivory.

In October, the Illegal Wildlife Trade Conference 2017 took place in London. With the occurrence of this event, the campaign sought to use the opportunity to appeal to all countries that still trade ivory to follow the UK’s lead and implement a ban, as well as to urge the UK government to pass their proposal into written law as soon as possible.

Called “Going, Going, Gone.” the campaign consists of a film and digital billboards, delivered by Clear Channel, across the country. The film takes place in an auction house, with a frantic auction of a large, carved ivory tusk taking place. As the bidding concludes and the gavel falls, a gunshot is heard and, with a spatter of blood, the buyer is suddenly confronted with the elephant that is dying for her prize.

The end line reads: “As long as ivory is being sold, elephants are being killed,” before calling for a total ban in eight European languages.

In addition to the initial launch of the campaign, there will also be two special build units installed – one which takes over the corner of a building to deliver the dual message, and one which appears to hijack a 48 sheet  by installing artificial frame dividers.

On April 3rd, after DEFRA’s public consultation on a ban (which received over 70,000 responses and was the largest consultation on record), Michael Gove, the Secretary of State for the Environment, Food and Rural Affairs, announced plans for a new UK ivory ban. He stated that the new law would “reaffirm the UK’s global leadership on this critical issue, demonstrating our belief that the abhorrent ivory trade should become a thing of the past.”

BUILD: d0d7b05 |