Leo Burnett highlights extinction threat for Tiger Trust

Leo Burnett is launching the first poster and press campaign for the Tiger Trust, highlighting the possible extinction of tigers within the next three to five years.

Leo Burnett is launching the first poster and press campaign for

the Tiger Trust, highlighting the possible extinction of tigers within

the next three to five years.



’We hope to raise awareness of the real plight of the tiger so that

politicians lend their weight to the campaign,’ Michael Day, founder of

the Tiger Trust, said.



Up to 40 per cent of the Indian tiger population has disappeared in the

past two years because of the demand for tiger body parts which are used

in medicines, as talismans or decoration.



The main focus of the campaign will be the massive 96-sheet poster site

at London’s Old Street roundabout. Mills & Allen is sponsoring the

site.



The poster features a photograph of a tiger with some of its stripes

replaced by a bar code. The headline reads ’sale must end’ and appears

above a telephone number for the Tiger Trust. ’People start thinking

about the January sales at this time of year - many of them start before

Christmas,’ Peter Lovatt, an account director at Burnetts, explained.

’We wanted to push home the message that there is an ongoing sale of

tigers which has to end before it wipes out the species.’



Mills & Allen is providing other major poster sites in the UK. A press

campaign will follow to coincide with 1998, the Year of the Tiger in the

Chinese calendar.



Since its foundation, the Tiger Trust has raised up to pounds 180,000 to

protect the Siberian Tiger, which has helped the species double in

population in a three-year period.



The campaign was written by Nick Bell, art directed by Mark Tutssel and

photographed by Anup Shah.



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