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This is the brief we created for the November submission for the Young Glory Competition. We were given the assignment to save the tigers, but in order to come up with a solution we picked one major problem. This is the brief that guided us through the process.
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The tiger population in Asia has decreased by 97% in the last 100 years.
Deforestation and poaching are the main reasons for the decline.
There are approximately 3200 tigers left.
CREATIVE BRIEF: SAVING TIGERS
We are selling an idea on how to save the tigers in India.
We’ll focus on the tigers in India to start off in a small region and expand from there.
WHAT ARE WE SELLING?
We want to save tigers by reducing the numbers of poachers. Poachers are part of a criminal network
that kills tigers for medicinal, decorative, and monetary reasons.
WHAT DO WE WANT TO ACCOMPLISH?
We want to use the poachers’ knowledge and turn them into protectors. They know about tigers, the territory and other poachers which is valuable to saving tigers.
We will celebrate the protectors and stress how important their work is.
We want to connect to the poachers, the ones that get the assignment from the top.
The poachers are poor people that follow the task for the money.
Due to lack of education they don’t know how much impact their killing has.
These people are mostly men, and have been killing tigers for generations.
WITH WHOM DO WE WANT TO CONNECT?
Often, people that follow a tradition, or that do dirty work, don’t question the work they are doing. It is as if they are looking away, but it happens to all of us
(think World War II people in Germany looked away from what was happening)
It is hard to stop certain behaviors because humans are habitual, meaning they enjoy routine.
Breaking out of habits is difficult, and only possible if the alternative is better than the current behavior.
Once poachers realize what they are actually doing, they ‘wake up’ and feel ashamed.
Thus, these people aren’t bad people and kill for fun, but because they don’t know better.
Deep inside, these people want to be good people, and that’s why they’d like our idea.
They want to be and feel like good people.
WHAT WOULD THEY LIKE ABOUT THE IDEA?
But, they will also like the idea of feeling important,and we can enhance that feeling by providing uniforms and badges,
items that make people feel proud in India.
“Killing tigers is my job, it helps me provide food and money to my family.”
WHAT DO THEY CURRENTLY THINK AND FEEL?
WHAT DO WE WANT THEM TO THINK AND FEEL?
“I have a forest, but no animals. I’m a protector who helps the animals to come back home.”
“From hunter to protector”
WHAT’S THE SINGLE MOST PERSUASIVE IDEA?
This is not to a fear campaign, but a celebration campaign.
CREATIVE GUIDELINES
