Vanessa Tan
Vanessa Tan is a copywriter, content creator, and pop culture junkie living in Singapore. This is some stuff she's done.
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Change Their Fate | Wildlife Reserves Singapore

Singaporeans generally have a "don't know, don't care" attitude - so how do you get them to take notice and take a stand against the illegal wildlife trade?

 

Change Their Fate |
Wildlife Reserves Singapore

Singaporeans generally have a "don't know, don't care" attitude - so how do you get them to take notice and take a stand against the illegal wildlife trade? We grabbed their attention in places they couldn't look away - at bus stops, where they were greeted by the sight of the cockatoo and the pangolin stuffed and crammed against the glass, much like how they're usually transported across borders.

 
 
 
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"Live" snapshots of two illegally traded animals greeted visitors at bus stops. Stuffed, beaten, and starved, these visuals blinked and wriggled, grabbing attention and encouraging immediate action through an easy-to-remember CTA.

 
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The CTA directed visitors to an immersive 360° gyrometer and accelerometer experience, where they could explore the "Cycle of Death," or what happens to millions of animals stolen from the wild and traded on the black market each year.

 
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Pledging to Change Their Fate and take a stand against the illegal wildlife trade would turn the "Cycle of Death" into a "Cycle of Life," where these animals would be freed and returned to their natural habitats.

 
 
 

Credits:

For Possible

Pei Pei Ng (Executive Creative Director)
Gerald Chue (Associate Creative Director)
Eunice Quah, June Loo, Danny Tan (Art Directors)
Vanessa Tan (Copywriter)
Robin Tan (Editor)
Jason Wong, Edwin Lim (Tech Development)

Some Buzz:
FWA Mobile Site of the Day: April 24, 2016