FREELAND's public awareness campaigns expose the roles that consumer demand and apathy play in wildlife trafficking, while also highlighting the threats these crimes pose to natural ecosystems and our way of life. Campaigns promote broad positive action. We also work to increase awareness and action via the press, TV and social media.
Our innovative communications program has grown out of a dynamic and successful partnership with JWT, the world's third largest advertising agency. This partnership involves the creation and dissemination of public service announcements and print ads aimed at reducing the consumption of endangered wildlife and instilling an awareness of conservation among citizens, especially youth.
These public awareness campaigns have produced impressive results, for example: doubling the number of urban rail commuters in Bangkok committed to environmentally responsible consumption; or reducing shark fin soup consumption by 30%.
Wildlife Trafficking Video PSA
In collaboration with USAID, CNN International, AsiaWorks Television and musician Damien Rice, FREELAND produced and broadcast this public service announcement on the cruel and destructive realities of wildlife trafficking to hundreds of millions of households around the world.
“Wildlife Trafficking Stops Here” Airport Campaign
Focusing on airports and border checkpoints, the "Wildlife Trafficking Stops Here" is designed to alert the public and officials to the illegality of trafficking endangered species and encouraging them to report this crime. It was initially featured on more than 450 checkin-screens at Bangkok's Suvarnabhumi Airport, and continues to be featured on video screens in the baggage reclaim area.
The campaign has also been expanded to 7 languages and is now featured at all 48 customs check-points around Thailand. It was adapted and launched in Lao PDR during the 25th Southeast Asian Games in Vientiane, and is now being expanded to other countries.
Funded by USAID, the campaign was supported by a partnership of the ASEAN Wildlife Enforcement Network (ASEAN-WEN), Airport of Thailand Public Co., Ltd. (AOT), Thailand's Ministry of Natural Resources and Environment (MoNRE), the Natural Resources and Environmental Crime Division (NRECD) of the Royal Thai Police, Royal Thai Customs, and the U.S. Embassy Bangkok.
“Piece of Responsibility” Metro + Online Campaign
The innovative Piece of Responsibility campaign covering Bangkok's metro rail system informs the public about the role of urban consumers in illegal wildlife trade, and how poaching can disrupt nature’s delicate ecological balances, affecting the lives of people everywhere. The campaign explicitly encourages people not to buy endangered species or derivative products, helps them learn which species are most at risk.
The campaign has reached over 1 million travellers and commuters, helping to reduce the “high risk” category (being complicit in, ignorant of, or apathetic to illegal wildlife trade) of those exposed by 36%, while doubling the percentage of people in the lowest risk and most environmentally responsible category.
Funded by USAID, this campaign was developed and rolled out with support from advertising firm JWT, media group JCDecaux and the Bangkok Mass Transit System Public Company Limited. It also features an interactive 'take action' website.
“Sold Out” Urban, Airport and Borders Campaign
To highlight the treat of extinction posed by wildlife consumption, the Sold Out campaign featured billboards being posted throughout Bangkok that bear the message "Permanently Sold Out" alongside striking photographs of endangered species.
Funded by USAID, this campaign also received support from government agencies, the Office of the Prime Minister, the Bangkok Metropolitan Authority and the ASEAN Secretariat.
CNN International ran a four-part news feature series based on our work and the "Sold Out" campaign.
"Crimes Against Nature" and "Crime Scene Wild" TV series
FREELAND and Thai authorities efforts to stop cross-border illegal wildlife trade were the subject of a four-part National Geographic Television documentary series called Crimes Against Nature. For more information and clips from the series, click here.
Previously, Discovery Channel ran a six-part TV series called "Crime Scene Wild" featuring FREELAND's staff and work to stop illegal wildlife trade.
Reaching audiences of hundreds of millions of households around the world, these series have helped increase awareness of the illegal wildlife trade and rally support to end it.