Which is more difficult, to win a 1 million lottery or to see an endangered species in the wild?
In China, close to 25% of adults have the habit of buying lotteries. WCS compared the probability of winning the 1,000,000 lottery and the chances to see endangered species in the wild. The result was astonishing: the latter, in fact, was smaller!
Together with our technical partners and the creator of this concept, Mr. Zhang Shanliang, WCS has designed a series of mock lottery tickets based on this comparison. We have later distributed them near shops selling lottery tickets, the zoo and also partnered with some magazines to attach it to their publications.
This activity allowed us to effectively convey the message to over 1.2 million people audience: winning a 1,000,000 lottery is indeed difficult, but seeing endangered species in the wild is even more difficult!
More than 20 major media, including TV stations, newspapers and websites covered and followed up the activity. WCS website itself experienced an increase in traffic of 155%.
Of the people interviewed, 93% committed not to eat wild animals or buy accessories made from them again in the future.
This initiative, whose cost was actually less than 500 USD, allowed WCS to participate to the Eiffe Awards and win both the Gold Prize and Best Effect Prize.