|
Local
NGO campaigns to protect Thailand's endangered wildlife
Thailand's
wildlife is under serious
threat from illegal hunting and trade
for consumption. Many plant and animal species found in
Southeast Asia are still used in traditional Asian medicines
or as exotic pets and food items. Demand for these items
is high, and as a result illegal trade is rife. In April
2003, conservation organization, WildAid Foundation (Thailand)
launched a nationwide campaign to raise pubic awareness
of the plight of nine critically endangered species. The
TV and print advertising campaign aims to reduce the illegal
wildlife trade both originating and transiting the Kingdom.
|
The campaign will feature Thai celebrities making an appeal
to the public to help prevent the extinction of these
species in the Kingdom.
Each
celebrity will represent an endangered animal and participate
in events, TV spots and newspaper advertisements to spread
the message, "When the buying stops, the killing
can too.
Kathaleeya
McIntosh
with her Whale shark T-shirt |
"
The campaign will also publicize a hotline number for
members of the public to report incidents of wildlife
trafficking that will then be forwarded to the relevant
authorities for further action.
The
short television and print ads aim to be endearing, but
at the same time hard-hitting. They also encourage the
public to put pressure on the trade by effectively acting
as the eyes and ears for national enforcement groups.
By using well-known celebrities as role models, WildAid
aims to make products made from wildlife unfashionable.
TV
producer and environmental activist Niramol Metheesuwakul,
chose to defend sea turtles that are rapidly disappearing
from Thailand's waters. She became aware of the threats
facing sea turtles while making a documentary on them
for Thai TV. "In Thailand we regard the turtles as
a symbol of longevity and good luck, both of which I hope
will come to pass for these endangered creatures,"
she says.In the TV spot, Niramol draws the public's attention
to the fact that right from the moment of hatching, the
turtle has only a shell to protect its life. But turtles
are killed because of the shell that protects them, so
it can be made into ornaments to be sold in markets. Popular
actress and model Kathaleeya McIntosh is a keen diver
and it was fitting that she chose that most beautiful
and impressive fish, the whale shark as the species she
chose to defend. "I have logged over two hundred
dives and I still haven't been lucky enough to catch a
glimpse of a whale shark ," says Kathaleeya.The advertisements
and TV spots were produced with the pro bono support of
J. Walter Thompson Advertising Agency.
|
