Save Our Tigers
Message
Just 1411 left. You can make a difference.
Brief
Manage the online launch of Aircel’s long-term CSR campaign. Get people talking and build a platform to continue the initiative.
The website
The site was aimed at the broadest possible TG, including children and the lesser net-savvy. Hence, the structure was kept very simple
and the information easily accessible. The site evolves constantly to reflect new developments around the issue.
Join the Roar – The visual petition
To get people to join the movement and show support, we created a simple, interactive activity to
convey the message emotionally. As a result, over 1 million people have joined the roar.
On Facebook
The challenge was twofold: to have an active community to go beyond Internet activism; but not be
seen as inciting people against the authorities who tightly control all tiger-related issues.
Our Approach – Stripey The Cub
Instead of naming the Facebook page ‘Save Tiger’or some such, we used a tiger cub – Stripey –
connecting to people on an emotional level. We talked about issues from Stripey’s voice, igniting discussions to find solutions and demand actions.
The Effect
Website:
2.7 million+ views
Avg. Time spent/user: 7 min.
Facebook
10.5 million+ views
41,000+ interactions
