In November 2010, the world's 13 tiger distribution countries held the "International Forum on Tiger Conservation" (Tiger Summit) in St. Petersburg, Russia, adopted the "Global Wild Tiger Population Recovery Plan", and issued the "Declaration of the Heads of Government of the Global Wild Tiger Distribution Countries", advocating joint efforts to promote the conservation of wild tigers and habitats, and set a goal of doubling the number of wild tigers by 2022, in order to build public awareness of wild tiger conservation, Global Tiger Day is designated as 29 July each year.
This year marks the 12th Global Tiger Day, an important year for wild tiger conservation efforts, with different conservation outcomes and recovery of wild tiger populations varying from country to country. According to a report by the New Year's News Agency, as one of the 13 wild tiger distribution countries, China's government has always attached great importance to the protection of wild tigers, and has successfully returned the Siberian tigers that are almost extinct in China to their homes, becoming one of the countries with the clearest prospects for the recovery of wild tiger populations in the world. With the active implementation of a number of conservation measures, the population of wild Siberian tigers in China has shown an increasing trend.
Strong conservation actions make the future of wild animals such as Siberian tigers full of hope. But protection is not easy, and protection action will continue. According to reports, "China has not yet established a sustainable and stable population of Siberian tigers, which is one of the hopes for sustained growth of tiger populations around the world." The conservation and restoration of Siberian tiger populations requires a multi-party effort. On this year's Global Tiger Day, in response to China's wild Siberian tigers and their habitat protection actions, under the guidance of the China Wildlife Conservation Association, Wild Rescue, as a public welfare support partner, CM Charity Communications, together with a number of brands and positive energy star artists, launched the "Help Tigers , Occupy the Mountain" wild Siberian tiger protection public welfare publicity activities. Use creative themes and communication means to raise public awareness and support for wild tiger conservation efforts.
Start with a problem and connect with Gen Z groups
According to reports, this activity is based on a full understanding of the problems faced by wild tiger conservation and put forward a creative idea. Through the review of relevant information, the project team learned that wild tigers around the world generally face habitat loss, quality degradation and fragmentation problems, in addition to poaching and illegal trade, human-animal conflicts, and lack of prey are all reasons affecting the population of wild tigers. Therefore, only by properly handling the relationship between humans and tigers, protecting, restoring and connecting habitats, and combating poaching and illegal trade can wild tigers be effectively protected. China has practiced and accumulated a lot of experience in these protection paths, which will have an important enlightening effect on the protection work of other countries.
Based on these understandings, the project team hopes to interact with the public in a fun and interesting way and tell them about the problems faced by wild tiger conservation and the actions that should be taken, so as to understand the difficulties of many conservation activists, and can pay attention to the protection of wild Siberian tigers together, and establish the awareness that "harmony between man and nature can have a better future". Therefore, the theme of "Helping tigers occupy the mountain" was formulated, and a subtitle of "Let the tigers have food and shelter and objects" was formulated.
"Help the tiger occupy the mountain: let the tiger have food and shelter and have an object", is to talk to it in a playful way that meets the communication context of the young group, so that more people understand that the habitat of the wild tiger needs to be restored, protected and connected, although people cannot really occupy the mountain for the tiger, but it can create a home for the tiger, protect the biodiversity of the habitat, retain the complete food chain, connect the habitat corridor, and do not consume tiger products and their prey products. Let wild tigers thrive and work with humans to protect good ecosystems.
This public welfare publicity also invites celebrity artists to participate in the initiative, and produces creative science popularization H5 and other communication means, which is intended to dialogue with the Z generation group and let them understand the protection issues and action methods of wild tigers in the game. Connect and interact with them through multiple channels.
Multi-brand cross-border linkage, multi-channel expansion of influence
Unlike commercial marketing, public welfare communication activities often lack an adequate marketing communication budget. The amount of funding often affects the quality of the works and content disseminated, as well as the amount of communication channels, which in turn affects the participation rate and reach rate of communication interaction, and ultimately affects the effectiveness of communication. In this regard, the relevant staff of the initiator of this publicity activity, "CM Public Welfare Communication", is very clear. After planning this public welfare communication plan, we will work together to find like-minded brands to participate together. In the end, the support and participation of a number of responsible organizations and love brands made this almost budgetless public welfare communication activity from planning to execution smoothly completed.
The China Wildlife Conservation Association, as the guiding unit, and Wild Rescue, as a public welfare support partner, undertook the professional review of the public welfare advocacy of wild tiger conservation and the liaison of the love media brand.
Well-known actors Yang Zi and Yu Haoming uphold the responsibility of always being enthusiastic about public welfare, as the public welfare advocates of this event, calling on fans to pay attention to wild tigers and biodiversity conservation.
The co-sponsors of this event, such as Interface News, Helens Helens, Qingteng Love APP, and Huya Live Broadcast, all support the opening screen advertising space of their respective APP/Mini Program, the advertising space on the site, and the self-media matrix and community. It is worth mentioning that Helens Helens also provided KT board publicity channels for more than 300 offline stores across the country to help promote this event; The Qingteng Love APP is also responsible for the development and production of the important communication content of this event, "Creative Science Popularization H5", and participates in the production of this H5 by mobilizing internal employees as volunteers; Huya Live invited popular anchor Zhang Daxian to participate in the initiative and opened a live science broadcast of Lianmai environmentalists on the evening of July 29; Yihang Technology supported 700 trolley publicity screens and simulcast screens at Haikou and Jinjiang airports. In addition, Philanthropy Times and NetEase News Charity Channel participated in the event as supporting media. Chow Tai Fook, China Development Briefing, CSR Global Network, Shang Ye Xuan, Heilongjiang 10 Wanda Plaza, Lou Yu Media participated in the event as joint communication partners.
It is precisely because of the participation and support of many parties that this activity has achieved cross-border linkage, multi-channel exposure and reach, which has aroused widespread attention and participation in a good communication effect, and effectively guided the public to pay attention to and respond to wild tigers and biodiversity conservation and ecological civilization construction.
Contribute to biodiversity conservation and ecological civilization construction
Earlier, Dr. Feng Limin, a wild tiger research scholar, mentioned in an interview with the media, "Tigers are at the top of the food chain of the ecosystem, and to maintain the long-term survival of wild tiger populations, the habitat must be large enough and the food chain be healthy and complete." Protecting tigers is actually protecting the entire ecosystem. "Although this event is to advocate attention to the protection of wild tigers at the node of Global Tiger Day, behind it is the attention and response to biodiversity conservation and ecological civilization construction."
"Whether it is the protection of wild Siberian tigers or biodiversity conservation, it is not something that can be done by an organization or department alone, but requires the joint efforts of many parties", the relevant staff of the Global Tiger Day "Help Tigers Occupy the Mountain" public welfare publicity activities believe that if everyone can uphold the concept of ecological civilization, all parties can be willing to work together, have the courage to take responsibility and action, and will certainly be able to build a community of life on the earth and jointly build a better future for man and nature to live in harmony.