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The United Nations Environment Program (UNEP) has launched two digital campaigns called “Not Your Medicine” and “#SadEmojis” on wildlife trafficking on World Environment Day.
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Conceptualized by Ogilvy for UNEP in association with WCCB (Wildlife Crime Control Bureau), MoEFCC (Ministry of Environment, Forests and Climate Change) and Traffic, the campaign was released on June 5 by Prakash Keshav Javadekar, Minister of Environment, Forests and Climate Change.
The rampant smuggling and killing of several Indian wild species exists due to superstitious beliefs and myths. Body parts are marketed and prescribed to cure people of many diseases despite the lack of substantial scientific evidence. The âNot your medicineâ campaign delivers a powerful argument through its visuals by calling on species that are suffering because of false remedies.
Rhinos are not your medicine:
Pangolins are not your medicine:
The next campaign uses emojis but of a different kind. Emojis are an integral part of our daily conversations. All human expressions are covered by different emojis. To raise awareness of the most trafficked wildlife and their plight, a special set of endangered species emojis has been created. However, these emojis only show one type of expression, sadness. Internet users who wish to support the cause can join us by using these sad emojis in their conversations.
Sukesh Nayak, Creative Director at Ogilvy India, said: âThe first #NotYourMedicine campaign highlights the plight of trafficked wildlife that still suffer today in the name of bogus medicine. The second, #SadEmojis, is a digital campaign in which we launch a new set of sad endangered species emojis, through which we aim to raise awareness with every social conversation.
Atul Bagai, Country Head, United Nations Environment Program, said: âThe India Office reiterated that the Covid -19 pandemic has been a wake-up call for the human race to respect the nature and learn to coexist. The illegal wildlife trade is the world’s fourth-largest crime. It is driven by demand for trophies, fashion accessories, exquisite cuisine, exotic animals and products based on cultural / superstitious beliefs. One of the main reasons for illegal poaching and trade is their unsubstantiated use in traditional medicines. As we rebuild better, we must remember that these species, illegally traded for bogus medicine, are one of the most serious threats to the existence of wildlife. These are not your meds! “
Celebrities such as Dia Mirza, Akshay Kumar and many more have joined the cause by sharing the large-scale campaigns. They actively used #SadEmojis in their conversations and encouraged their followers to join them. In doing so, they raised awareness and started a dialogue on the wildlife issues prevalent today.
Creative Director in India: Sukesh Nayak
Creative Director in India: Harshad Rajadhyaksha
Chief Creative Officer in India: Kainaz Karmakar
Creative Director: Sunil Sharma
Associate Creative Director: Rajesh Tiwari
Copy Supervisor: Sheldon D’souza
Artistic Director: Prathamesh Pawaskar
Account Manager: Siddhesh Desai
Client: United Nations Environment Program (UNEP)
UNEP Country Manager: Atul Bagai
Senior Consultant, UNEP: Madhur Das
Production house: conceptual images