文/十九

每一天，都有一種動物瀕臨滅絕。“多米諾骨牌”公益廣告短片大家也許還記憶猶新，BBC野生動物基金有一種更貼近生活的說法。

每過完一天，人們就在日歷上劃個紅叉叉。永遠(yuǎn)逝去的不只是這一天的光陰，還可能是上面印著的這種動物。這種對消失和完結(jié)的強(qiáng)調(diào)，確實更能觸動人。

不過，如果這種互動能與促進(jìn)人們實際捐贈這一行為掛鉤，而不只是“感于心”，對保護(hù)動物的實際意義也許更大。你還有什么升級版的好想法么？

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