WWF DM WWF STAMPS by Dentsu Singapore

Advertiser: WORLD WILDLIFE FUND SINGAPORE
Agency: DENTSU SINGAPORE
Category: Public Health & Safety, Public Awareness Messages
Senior Art Director: Eunice Hee (Dentsu Singapore)
Senior Copywriter: Ong Cheelip (Dentsu Singapore)
Senior Copywriter: Leonard Goonting (Dentsu Singapore)
Senior Desktop Artist: Ng Poh Heong (Dentsu Singapore)
Illustrator: Pok Ching Hai
Senior Creative Services Executive: Tan Hsin Yen (Dentsu Singapore)
Executive Creative Director: Tony Ray Pereira (Dentsu Singapore)
Senior Account Executive: Alexis Ng (Dentsu Singapore)
Associate Creative Director: Cheok Boon Keng (Dentsu Singapore)
Deputy Business Group Head: Kenji Nogami (Dentsu Singapore)
Art Director: Ong Beng Wee (Dentsu Singapore)

Client Brief Or Objective
Singapore, one of the world’s biggest trans-shipment hubs, was being used by criminal syndicates to ship illegal wildlife products to other countries. It was imperative that Singaporeans take notice and contribute towards curbing it. So the objective was to turn this endeavor into a conversation starter in order to drive awareness and action amongst the general public.

Implementation
The solution was to show how common place and easily illegal wildlife products were being sent out of Singapore. So we created and sold special WWF stamps featuring cropped animal body parts. This meant that addressees would receive an animal part sent out of Singapore, creating awareness of the issue. This also made for an interesting talking point, as Singaporeans are avid users of the postal service. And to take the conversation further, a call-to-action on each stamp would lead both parties to the WWF website to pledge their support and learn how they can help curb this illicit trade.

Outcome
Since the stamps’ release in October 2012, all 1,000 sets of the first print run have been sold. This helped increased awareness of the issue, gaining 1,665 pledges of support to date on the WWF Facebook page.

Execution
Just as illegal wildlife products were being sent out of Singapore, using stamps to send out the message was a relevant way of demonstrating the issue.