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
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
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.