Background:
A Rhino is poached for its horn every 15 minutes, with extinction of the species just a few years away. WildAid’s 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.

Idea:
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.

Results:
98,500 generated nail biting posters, and shared 16 million times, creating 18 times more discussion messages than any previous Rhino effort for WildAid. It’s still early days, but WildAid believes the effort has given the Rhino its best chance ever for survival.

A poster-maker within the mobile site allowed everyone to extend the celebrity campaign.
Scan to visit.