BBC动物保护基金：逝去的不只是时间

文/十九

每一天，都有一种动物濒临灭绝。“多米诺骨牌”公益广告短片大家也许还记忆犹新，BBC野生动物基金有一种更贴近生活的说法。

每过完一天，人们就在日历上划个红叉叉。永远逝去的不只是这一天的光阴，还可能是上面印着的这种动物。这种对消失和完结的强调，确实更能触动人。

不过，如果这种互动能与促进人们实际捐赠这一行为挂钩，而不只是“感于心”，对保护动物的实际意义也许更大。你还有什么升级版的好想法么？

Brief Explanation: To raise awareness of the amount of species that are nearing extinction across the globe, while giving people the opportunity to donate or to find out more by visiting the BBC Wildlife Fund website.

Describe the brief from the client: The BBC Wildlife Fund raises awareness and funds to save threatened wildlife and places around the world. We were briefed to develop an awareness campaign that could convey the ongoing serious issue of the large variety of species which become extinct each year.

Description of how you arrived at the final design: A calendar was developed to keep the fund at front of stakeholders minds each day, whilst also directly showing the effect mankind is having on the planet. Sent out on January the 1st (with a red pen), the calendar prompts the recipient to cross out a different species everyday of the year.

Indication of how successful the outcome was in the market: There has been an increase in traffic to the website. It is too early to tell if there has been any significant increase in donations.

Advertising Agency: The Chase Creative Consultancy, Manchester, United Kingdom
Creative Director: Oliver Malty
Designer: Chris Challinor, Rebecca Low, Dulcie Cowling