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Ivory campaign in China raising awareness of elephant massacres

28/08/2013 11:08:14
world/Asia/2013/ifaw_ad

One of the adverts used by IFAW in China.

70% of Chinese didn't realise ivory came from dead elephants
July 2013. A recent evaluation of an advertising campaign by the International Fund for Animal Welfare (IFAW) to reduce ivory demand in China shows that the campaign is paying dividends with 68% of the respondents said that they would definitely not buy ivory in the future.

70% of Chinese didn't realise ivory came from dead elephants
Previous polling by IFAW found that 70% of the Chinese did not realize that ivory came from dead elephants. In Chinese, elephant ivory is called Xiang Ya (elephant tooth). This nomenclature unfortunately gives people the impression that an ivory tusk, like a person's teeth, can fall out naturally.

"This astounding discovery led us to initiate the ‘Mum I've got teeth' ad campaign about three years ago." said Grace Ge Gabriel, Asia Regional Director for IFAW. "The ads explain that ivory products come from dead elephants and encourage consumers to reject elephant ivory."

Desire for ivory reduced
The online survey found that 75% of the urban Chinese population have seen the ads, through outdoor, magazines and social media. The majority of those who were exposed to the campaign fully processed the messages (88%). The campaign has more than halved the high risk segment of people-those who are most likely to purchase elephant ivory-from 54% down to 26%.

In addition, amongst the 44% of Chinese who had purchased ivory in the past 12 months, only 7% still had any intention of making a future purchase following exposure to the ad campaign.

"It's very exciting to see that our campaign has definitely resonated with the Chinese public and achieved its intended outcome", said Gabriel. "What's more encouraging is to see Chinese people are not prejudiced against elephants. Once they know the bloody slaughter of elephants behind each piece of ivory, the majority not only rejects purchasing ivory but tells their friends and family to reject it as well."

The IFAW ads also have positive impact on past buyers of ivory. After exposure to the campaign, those saying they may buy ivory in the future reduced from a total of 18% down to 8%. Those saying they will definitely not buy ivory increased from 33% up to 66%.

"The main reason given for not purchasing ivory in the future is that they feel remorse because elephants are being killed," said Gabriel.

The survey was conducted by Rapid Asia using online panels with a sample size of 1067.

The summary report is available online at: www.ifaw.org/ivoryreport

Read the comments about this article and leave your own comment

Chrissy

Yes, they cant claim ignorance about where Tiger products or Bear bile, feet etc comes from so they justify it to themselves somehow. Is the almighty tradition that powerful that they choose to ignore reality.
Are there similar Ad campaigns in Malaysia & Russia, I believe these countries too are driving the ivory trade with their desire for ivory trinkets.
It is encouraging however to know the campaign in China is actually running, I wondered if the Chinese Government would allow anything controversial on their screens, but it seems they did so that's a start, but lets get it happening everywhere that ivory is consumed & don't hold back, show the ghastly truth & shock people into change !

Posted by: Christine Brennan | 18 Sep 2013 01:02:05

A suggestion....

Awareness and monies to help with protection has been used to end this heart breaking slaughter of elephants. I've a suggested campaign to help stop the trade to wealthy Chinese, turn owing ivory into an object of ill fortune and to have it on your person or in your home is unfortitious. Owing it carries sorrow and pain resulting in personal business failings.

Posted by: moonmoth88 | 06 Sep 2013 23:41:48

A suggestion....

Awareness and monies to help with protection has been used to end this heart breaking slaughter of elephants. I've a suggested campaign to help stop the trade to wealthy Chinese, turn owing ivory into an object of ill fortune and to have it on your person or in your home is unfortitious. Owing it carries sorrow and pain resulting in personal business failings.

Posted by: moonmoth88 | 06 Sep 2013 23:41:47

good campaign!!!

I have not doubts that this campaign would help to arise awareness among Chinese people of the massacre of elephants. But for f..k sake!!!! where have these people been living not knowing that ivory come from a dead"animal".........If 70% of Chinese didn't realise ivory came from dead elephants it's pretty much clear to me: they simply didn't bother .....what a pity!!!!!!

Posted by: Mirko Macinai | 28 Aug 2013 21:14:02

ivory

sadly their only too aware where tiger products come from and bears for that matter! but every bit of knowledge helps.

Posted by: np thompson | 28 Aug 2013 15:09:43

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