The Chinese character for elephant translates literally to “Elephant Teeth.” That has led people to believe that taking their ivory is harmless. So WWF-Hong Kong has asked the Chinese to come up with a new character for ivory. Something that would educate others about the pain elephants endure. They've asked people in Hong Kong to submit their character ideas at Rewrite Their Future as well as sign a petition urging the Hong Kong government to take action.
Great idea and great use of UGC.
Client: WWF- Hong Kong.
Agency: Geometry Global
Agency: Ogilvy Hong Kong