Creative Brief Ivory as Beauty

Transcription

1 Creative Brief Ivory as Beauty Campaign to deter purchase of ivory driven by perceived aesthetic value of ivory in form of accessories and jewelry Purpose of the Brief This Brief is intended for the development and production of a communication plan and corresponding creative material(s) that will be disseminated and used through appropriate media/channels to reach the intended target group identified as those who purchase ivory products for its perceived esthetic / beauty value. Rationale Based on USAID Wildlife Asia s 2018 Quantitative and Qualitative Study of Consumer Demand for Wildlife Products in Thailand, it was revealed that accessories / jewelry is the most popular form of ivory bought or owned. This is followed by amulets and spiritual items. 50% of ivory currently owned by respondents are in the form of accessories / jewelry. Of the 50% who currently own, 66% are female compared to 34% male. (Fig.1) 44% of ivory purchased in the last 3 years are in the form of accessories / jewelry. Of the 44% who purchased in the last 3 years, 65% are female compared to 65% male. (Fig.1) Fig.1 USAID Wildlife Asia 2018 Quantitative And Qualitative Study Of Consumer Demand For Wildlife Products in Thailand Findings also revealed that those who have purchased ivory are more likely to become repeat purchasers. (Fig.2) Among those who indicated intent to purchase, four of ten already owned ivory and the most common form being accessories / jewelry. (Fig.2)

2 Fig.2 USAID Wildlife Asia 2018 Quantitative And Qualitative Study Of Consumer Demand For Wildlife Products in Thailand The research finding further revealed that beauty / aesthetic is one of the key drivers for consumers to purchase ivory products. (Fig. 3) Diving deeper, findings revealed that the two main reasons associated with aesthetics as a key driver to ivory purchase are: It s beautiful / decorative (Fig. 3) It looks pure and noble (Fig. 3) Fig.3 USAID Wildlife Asia 2018 Quantitative And Qualitative Study Of Consumer Demand For Wildlife Products in Thailand

3 Goal Objectives To deter purchase of ivory in the form of accessories / jewelry 1. Reduce desire to purchase 2. Increase perception of social unacceptability of owning ivory Target Audiences Based on research findings, the primary and secondary targets are: Primary Target (Purchasers, Intenders): Female, years of age and married with children Middle income and above. They are self-employed and make their livelihood as merchants or operate their own small / medium size business. They have at least a vocational / diploma level education. When looking to acquire ivory, Jewelry stores (25%) and Amulet market (25%) are the top purchase channels followed by Relatives / Friends / Acquaintances (23%). Secondary Target: Those who influence decisions of the Primary Target such as male spouse, social networks, spiritual leaders, family/elders. Formative research identified Entertainment Personalities (selected by 55% of respondents from list of multiple choices), Journalist (selected by 54% of respondents from list of multiple choices and Celebrities (selected by 49% of respondents from list of multiple choices) as people who would best convey demand reduction messages. Possible Media Channels The formative research further revealed that Social Media (selected by 66% of respondents from list of multiple choices), Shopping Locations (selected by 60% of respondents from list of multiple choices) and Television (selected by 59% of respondents from list of multiple choices) were the top three channels to communicate messages aimed at deterring purchase of wildlife parts.

4 Desired Action: What do we want Target Audience to do? After seeing/hearing the video, the Target Audience will: Change perceptions and attitudes regarding buying or owning ivory Reduce desire and intent to purchase ivory Increase perception of social unacceptability of purchasing and owning ivory Message Brief From the USAID Wildlife Asia s 2018 Quantitative and Qualitative Study Of Consumer Demand for Wildlife Products in Thailand, two similar drivers for ivory consumption have been identified among past 3 years buyers (P3Y) and those who intend (intenders) to purchase ivory. For both groups, Ivory projects image of wealth emerged as the top driver followed by it makes people feel beautiful, well dressed. (see green highlights in Fig. 4) Fig.4 USAID Wildlife Asia 2018 Quantitative And Qualitative Study Of Consumer Demand For Wildlife Products in Thailand Based on the research top barriers selected as deterrents to buying or owning ivory are - Some ivory products are not legal in Thailand and There are many fake ivory products in the market equally as the top two barriers. It is noted, however, that we do not want the target audience to look for real ivory but aim for them to completely reject buying or owning ivory. People can t tell whether owning ivory products are illegal and ivory is associated with cruelty and extinction, are two other top barriers. Meanwhile intenders identified There are many fake ivory products in the market as the top barrier followed by People can't tell which ivory products are illegal Fig.5 USAID Wildlife Asia 2018 Quantitative And Qualitative Study Of Consumer Demand For Wildlife Products in Thailand

5 A key partner organization, WildAid will also be implementing a campaign aimed at deterring the purchase of ivory in the form of jewelry or accessory for aesthetic purposes. It is important to ensure coordination between both organizations to ensure that messages are aligned and do not contradict. WildAid s key message focuses on: Ivory is beautiful only on elephants An example of how WildAid has integrated talking points from USAID Wildlife Asia s formative research is the messaging that was emphasized by Davika Mai Hoorne, a celebrity engaged by WildAid during a press interview: According to USAID Wildlife Asia s June 2018 study, Research on Consumer Demand for Ivory and Tiger Products in Thailand, ivory is perceived as the perfect gift, and ivory accessories and jewelry remain popular with female consumers because of its perceived beauty and attractiveness. I urge all Thais to be ivory free and no longer use accessories and jewelry made from ivory to define beauty or fashion. Ivory belongs to elephants and is beautiful only on elephants, added Davika. Deliverables 1. Communication Plan which includes the media plan component (traditional or online) of how our target audience can be reached and engaged, e.g., at consumer touchpoints, online, social media, and/or outlets where sales occur (physical / online jewelry stores) or where they get their information e.g. fashion magazines (online and offline), fashion bloggers, etc. 2. Creative materials: a) One 45 to 60-second video for dissemination through the relevant media as per above. to be done in the following development of storyline or concept; development of storyboard based on approved storyline/concept; production of the video based on the approved storyboard. b) Design concept for one key print ad or visual that can be produced as a billboard, poster, flyer, or online/broadcast ad 3. Web page, mobile or other virtual platform design where the target audience and public at large can engage with the message and express position against buying, using or giving ivory products. Agency can propose additional creative deliverables to meet the mentioned goal and most effective channels to reach the Primary Target Audience. Mood and Tone Language Agency can propose tone, mood and manner that will resonate with the target audience based on their socio-demographic profile. Thai (with English Translations)