1. Background
The commercial exploitation of animals has
become a serious problem nowadays. IFAW
needs permanent assistance in its solving.
Challenge
Stop killing protected animals by
encouraging consumers to avoid buying
illegal wildlife products.

2. Target audience
Major cities (over 100.000) inhabitants, income
significantly above average, hard to reach (not
interested in local mass media, including internet).
Most likely, 4/5 of TA are females 20+.
Lack possibilities to spend money in Belarus.
Tend to buy illegal wildlife products as a part of
"respectful" and "prestigious" behaviour. Often
they don't even actually like these items.
This peculiarity enables the substitution of
illegal wildlife products.

3. Insight
I purchase illegal wildlife products to feel value of money and
to demonstrate it to others.
I want to show that I belong to the particular social (and
consumption) group.
There’s another possibility to do all the above mentioned,
not encouraging illegal commercial trade at the same time.

4. Strategy
2 ways possible:
1. Insight neutralization: Don’t buy! That’s bad!
There’s no way for it as overall sector budgets (illegal
commercial trade of animal parts) exceed budgets of any ad
campaign aimed against it.
2. Insight substitution: Do another way! That’s good!
Successful implementation of this strategy may not only
reduce illegal wildlife products consumption, but also
become the source of ardour forming and developing the
practice of spending money among belarussians with
income av+.

5. Strategy
Attracting attention to taking photos of endangered species in their
natural environment.
Reason to believe: people with demonstrative behavior model strive to
impress others. But this aim can be achieved not only by purchasing illegal
wildlife products.
New insight: I belong to the tribe. I spend holidays at the same places
and get the same impressions. But I want to keep these impressions in way
different from destroying – purchasing illegal wildlife products. I am
interested in creation, keeping them in memory as photos but not as animal
parts. Such behavior raises me in my own eyes as well as in the eyes of my
surroundings.
As the target audience is hard to reach we propose to convey the
message in the places of their residence: beauty salons, boutiques, fitness
centers, airports and planes. It's crucial to focus on direct marketing
activities as the audience is hard to reach and highly dispersed (quite a few
common places, activities, hobbies).

6. Key visual
The life of endangered species through the camera lens. In your memory
you can store them with the help of photographs, rather than body parts.
Activation
Stickers on the mirrors in the expensive beauty salons
There are not too many beauty salons equal to the
requirements of the TA .
Performance: stickers on the mirror in the form of the
focus frame camera, in the corner painted animal. The long
being of the advertising space in front of the TA will provoke
the questions to the master, who serves the customer - (for
ex. hairdresser). The master tells about the essence of the
advertisement. Due to the fact that the master is a person
whom the representative of the TA trusts, his words will not
be left without any attention.

7. Activation
Installation in the windows of boutiques
Performance: the placing of the background designs with the picture of the
wildlife and a wild animal or a toy animal in the window next to the dummy. At the
same time the same focus frame camera is stuck to the glass of the windows. If you
have questions the boutique consultants can explain the essence of the advertisement
and the meaning of design.
The integration in the advertising content (tourist
content) of Russian glossy magazines.
Russian magazines are used because the Belarussian
ones have no authority in the TA. In agreement with a
travel agency that advertises tours to the eastern
countries where there is the trade in illegal wildlife
products.
Performance: An insert in the form of a transparent
page which shows only the focus frame and the logo of
IFAW is put in front of the page with the ad of tourist
agency (which depicts a landscape or wild animals).

8. Activation
Promotion in the aircraft of the eastern areas
Performance: the transparent sticker with the
frame and focus is affixed to the windows and the
proposal to train the lens and to look for the wild
animals in the clouds before the landing.
As the supporting channels (for repetition and memorization of advertising
messages, for forming the reach) the spot ads and BTL-activity is proposed in the
places of residence of the TA (mostly - suburban towns) and the cluster of boutiques.
Due to the fact that TA tends to the close and frequent contact with each other
and to repeating of the trendsetters the success of advertising campaigns for some
of them will convey the message to other representatives of TA without much effort.

9. Summary
 We came to the conclusion that target audience tends to
demonstrative behavior model .
 We change its object of value but not the model itself.
 We propose insight replacement as a core concept of the strategy:
from "I want to be not worse than the others" to "I want to be the best".
 Thus we don't forbid purchasing illegal wildlife products, we propose
an alternative that achieves the same aims.
 Proposed media mix goes under key visual "the life of endangered
species through the camera lens photo camera” and aims at developing
the practice of spending money among belarussians with income av+.