BEAUTIFUL WITHOUT IVORY CAMPAIGN

BEAUTIFUL WITHOUT IVORY CAMPAIGN

Asia Works

SITUATION

Elephant ivory is among the top items illegally traded worldwide, especially in Southeast Asia. USAID Wildlife Asia came to Asia Works to create a campaign that aims to deter women from buying and wearing ivory jewelry and accessories and reduce social acceptability of ivory products. 

Research conducted by USAID Wildlife Asia in 2018 showed that those who desire ivory for its beauty are generally urban women in their 30’s or older, well-educated, well-informed, with access to the internet and social media. Most are married with small children and balance family with a stable career as an office employee or business owner. They follow the latest fashion trends. When they shop, they don’t plan to buy ivory but make a purchase when a particular piece catches their eye.

CHALLENGE

In Thailand, a USAID Wildlife Asia 2018 consumer research found that an estimated 500,000 people currently own and use ivory products. What is concerning is that the research also found that around 750,000 Thais intend to buy ivory products in the future and around 2.5 million people think that owning and using ivory is socially acceptable.

A significant market segment for ivory in Thailand is composed of women who desire ivory, particularly jewelry and accessories, for its perceived beauty.

SOLUTION

The “Beautiful without Ivory” campaign has been implemented by USAID Wildlife Asia to help counter illegal wildlife trafficking, in collaboration with Thailand’s Department of National Parks, Wildlife and Plant Conservation. The campaign aims to reach and engage those who desire to buy and use ivory jewelry and accessories because of its perceived beauty. It promotes a lifestyle that rejects the use of ivory since it is not beautiful and never socially acceptable.

Five of Thailand’s top fashion influencers with large social media followings conveyed this message through a new 45-second video featuring Cindy ‘Sirinya’ Bishop, Supermodel and Actress; Pichaya Soontornyanakij, Celebrity Chef; Jareyadee Spencer, TV Host and Entrepreneur; Praewatchara Schmid, Top 10 Miss Thailand Universe 2019; and Varine Charungvat, Content Creator and Celebrity Photographer.

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RESULTS

The proportion of consumers who intend to buy ivory and tiger products in Thailand has significantly decreased since the the launch of this collaborative communication outreach campaign.