The "Last Days" campaign by WildAid leverages the urgent and emotive issue of ivory poaching to spotlight the devastating impact of illegal wildlife trafficking on elephant populations. The brand proposition centers on framing the fight against ivory trade as not only a conservation imperative but also a critical front against “ivory-funded terrorism,” linking wildlife protection with broader social stability. This dual-message positions WildAid as an advocate for both environmental preservation and global security, emphasizing that immediate collective action can halt the extinction of elephants and the violence perpetuated by poachers.
Strategically, the campaign employs a documentary/social experiment format, enlisting high-profile collaborators such as director Kathryn Bigelow and writer Scott Z. Burns to lend credibility and narrative depth. This creative angle elevates the message beyond typical conservation appeals, inviting viewers to confront the harsh realities connected to ivory trafficking. Utilizing digital media and a dedicated website (lastdaysofivory.com), the campaign targets socially conscious audiences in the United States who are receptive to urgent, issue-driven content. By combining impactful storytelling with a call to action, the campaign seeks to engage viewers intellectually and emotionally, motivating them to participate in the solution. The integration of terrorism into the narrative also broadens the campaign’s appeal, connecting environmental concerns with national security — a strategic insight aimed at galvanizing wider public and policymaker attention. Ultimately, the campaign’s clear, urgent messaging and documentary style work together to foster informed awareness and collective responsibility.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign, "Last Days," operates within the Public Service category and tackles the crisis of ivory-funded terrorism and elephant extinction. While positioned as a documentary/social experiment, the title "Last Days" and the film's meta cues (“either we make these the last days of ivory-funded terrorism or we witness the last days of elephants”) signal an allegorical and symbolic framing. Rather than offering a concrete demonstration or direct testimonial, the campaign likely uses the narrative of "last days" symbolically—to embody both the urgency and the looming threat facing elephants due to ivory poaching. This abstraction, combined with the high-profile director (Kathryn Bigelow) and the gravitas brought by documentary storytelling, suggests the campaign employs powerful symbolic narrative devices to represent the problem’s scale and stakes, rather than showing events literally or resolving through product intervention.
1. WWF (World Wide Fund for Nature) – Positioned as a global leader in wildlife conservation, WWF leverages science-based approaches and large-scale environmental campaigns to address biodiversity loss and promote sustainable practices. Their brand is recognized for high-impact partnerships and advocacy that blend policy influence with grassroots action.
2. Conservation International – Focuses on linking human well-being with nature conservation through innovative science and community engagement. Their strategic angle centers on sustainable development by demonstrating the economic value of ecosystems, appealing to both environmentalists and corporate partners.
3. The Nature Conservancy – Differentiates itself by emphasizing practical, on-the-ground conservation solutions that engage local communities and governments. They prioritize scalable land and water protection projects and leverage data-driven strategies to maximize environmental and social impact.
4. Greenpeace – Known for its activist and campaigning approach, Greenpeace positions itself as a bold, fearless advocate against environmental destruction. Their direct-action tactics and attention-grabbing campaigns aim to mobilize public opinion and pressure corporations and governments into environmental responsibility.
5. Rainforest Alliance – Combines environmental conservation with social equity by promoting sustainable livelihoods through certification programs in agriculture, forestry, and tourism. Their brand stands out for integrating economic incentives with biodiversity protection, targeting consumers and businesses committed to sustainability.
Q: What is Last Days about?
A: Last Days is a professional digital campaign launched in the United States in 2014 for WildAid, created by the agency Preacher. Directed by Kathryn Bigelow and written by Scott Z. Burns in collaboration with Annapurna Pictures and WildAid, the campaign addresses the urgent crisis of elephant poaching and the broader issue of ivory-funded terrorism. Through a compelling film and a dedicated website, Last Days aims to raise awareness and mobilize public action to protect elephants from extinction and disrupt the criminal networks profiting from the illegal ivory trade. The campaign leverages high-profile creative talent to engage audiences and drive meaningful conservation efforts.
Q: What creative device does Last Days use?
A: According to Clapboard’s 12-format taxonomy, Last Days employs FORMAT#3 SYMBOLIZE THE PROBLEM, which uses symbols or analogies to represent the issue rather than showing it literally. The campaign frames the crisis of ivory poaching and the threat to elephants through the symbolic narrative of "last days," embodying both the urgency and the existential threat facing the species. By leveraging allegory and abstraction, the campaign communicates the scale and stakes of the problem without resorting to graphic depictions, allowing viewers to engage with the issue on a conceptual and emotional level.
Q: What is the campaign proposition for Last Days?
A: The campaign proposition for Last Days centers on positioning WildAid as a leading advocate against both environmental destruction and ivory-funded terrorism. By linking the fight to save elephants with the broader imperative of global security, the campaign targets socially conscious audiences in the United States who are responsive to urgent, issue-driven content. The messaging emphasizes that collective, immediate action is essential to halt the extinction of elephants and disrupt the violence perpetuated by poachers. Through documentary storytelling and a strong call to action, Last Days seeks to foster informed awareness and motivate viewers to participate in wildlife conservation efforts.
Q: How does Last Days rank in Clapboard's archive?
A: Last Days holds a Clapboard Campaign Score of 79/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in WildAid's category?
A: In the public service and wildlife conservation sector, WildAid competes with several prominent organizations. WWF is recognized for its science-based, large-scale environmental campaigns and influential partnerships. Conservation International focuses on connecting human well-being with nature conservation, emphasizing the economic value of ecosystems. The Nature Conservancy prioritizes practical, scalable conservation solutions that engage communities and governments. Greenpeace stands out for its activist approach and direct-action tactics to drive environmental responsibility, while Rainforest Alliance integrates environmental protection with social equity through sustainability certification programs targeting both businesses and consumers.
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