Ogilvy takes on killing of wildlife due to superstitious beliefs in two campaigns for UNEP

The rampant smuggling and slaughter of several Indian wildlife species exist due to superstitious beliefs and myths. Body parts are traded and prescribed to cure people from numerous diseases, despite the lack of substantial scientific proof.

Ogilvy has launched #NotYourMedicine, a digital campaign for United Nations Environment Programme (UNEP). It aims to spread awareness and deliver a hard-hitting point through its visuals by calling out species that suffer due to fake remedies.

#SadEmojis, another campaign by Ogilvy uses emojis, but of a different kind. Emojis are an integral part of our day-to-day 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 emojis of endangered species has been created. However, these emojis show just one type of expression, sadness. Netizens, who wish to support the cause, can join in by using these sad emojis in their conversations.

The two campaigns, conceptualised by Ogilvy for UNEP, are in association with Wildlife Crime Control Bureau (WCCB), Ministry of Environment, Forest and Climate Change (MoEFCC), and TRAFFIC. They were released on World Environment Day (Saturday, June 5) by Prakash Javadekar, the Minister of Environment, Forest and Climate Change.

Sukesh Nayak, chief creative officer, Ogilvy India, said: “The first campaign #NotYourMedicine highlights the plight of trafficked wildlife species suffering in the name of fake remedies even today. The second one #SadEmojis is a digital campaign, wherein we launch a new set of sad emojis of endangered species, through which we aim to spread awareness with every single social conversation.”

Atul Bagai, country (India) head, UNEP, added, “The COVID pandemic has been a wake-up call to the human race to respect nature and learn to coexist. Illegal wildlife trade is the fourth-largest global 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. We need to remember that species traded illegally for false remedies is one of the most serious threats to the existence of wildlife.”