WildAid: Nail Biters

A Rhino is poached for its horn every 15 minutes, with extinction of the species just a few years away. Previous messages about the Rhino’s dwindling numbers haven't helped, as grounded Rhino Horn is thought to be a panacea in China, one that can cure anything from a cold to even cancer. Since Rhino Horn is simply made of keratin, same as your nails, WildAid made posters showing celebrities biting their nails. OOH and broadcast led viewers to a mobile site where they could make their own posters and share socially on China’s Weibo and WeChat. Some even grabbed images of other celebrities online and created and shared posters for the cause.