World Society for the Protection of Animals
Period: 11 Nov 2007 – 20 March 2008
Campaign:  Developed and implemented an awareness campaign targeting Australia Chinese community and regular Chinese traveller to Australia on the banned use of Bear Bile products and that customs officer are now armed with bear bile detection kits. Bea Bile products are made from the killing of endangered species.
Key Campaign features

• Worked with Jackie Chan agency to secure his appearance and film shooting
• Inflight entertainment system advertising on Chinese airlines targeting the Chinese travellers
• Overseas Web site advertisement placements targeting Chinese travellers
• Awareness advertising campaign using press, Web, mobile, radio and TVC
• Mail outs to Australia travel agencies and email out to regular Chinese visitors
• Mail out to Chinese household and Chinese communities
• Networking with Chinese communities
• Sponsorship opportunity
• Running promotion on ethnic street festivals
• Media Monitoring and Community Monitoring (feedback)

Outcome: Campaign has reached over 120,000 Australia Chinese, 12,000 temporary visitors and 20,000 Chinese travellers between Australia and China. The campaign secured over 300,000 unique visits to the Web site and over 200 surveys reflecting the impact of the campaign on the consumption of bear bile products.