Malaysian Nature Society: Unfortunate Tales of a Treeless World

January 20, 2017Filed under Promo, Direct Marketing, Design and Public Interest, NGO
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We chose to use what all Malaysians are familiar with – classic fairytales – and reimagined them in a world without trees. These tales served as a conversation starter to show how deforestation can ruin these stories, as well as ours.We brought these stories to life through our posters, which together with the rest of our campaign, drove to the microsite. Once there, people could dive into each tale further and learn about how deforestation affects us, as well as take action by donating, signing up as a member, and buying notebooks and CDs inspired by our unfortunate tales, which also contributed to MNS’ funds.

We handcrafted four reimagined “unfortunate tales” using mixed media. Whenever possible, we used reclaimed wood, metal, cloth and other repurposed items, in keeping with our theme. We then photographed these sets, and combined them with digital illustration for use on our posters and print, for a raw, rustic look that couldn’t be replicated by illustration alone.These images and stories were then adapted to our notebooks and microsite.

As the campaign was recently launched, we’re still collecting the results, but so far the response has been encouraging. Both young and old responded positively to our campaign. In just a few days, 22,000 were exposed to our tales on our posters displayed at our roadshow. The posters played a key role in our campaign’s success, which helped increase deforestation awareness by 48%, and raised over RM45,000 within the first week of launch. More importantly, Malaysians were encouraged to join MNS in its quest to rewrite nature’s unfortunate tale in the real world.

By using classic fairy tales, we instantly make our message relevant to the majority of Malaysians, as ages from 8 to 80 are familiar with these tales. Our campaign needed to have wide reach, and to do this we showcased our posters at some of the top malls in Malaysia’s capital city. The posters were supported by mobile mechanised booths, notebooks, and a soundtrack. All of which drove the public to our microsite, which encouraged sign ups as an MNS member, donations, sharing of our stories across social media, and purchase of our notebooks and CDs.

Malaysia loses a football-pitch-sized area of forest every 90 seconds, making us 8th in the world for deforestation. Yet most Malaysians are unaware of the state of deforestation in Malaysia. Malaysian Nature Society, the nation’s oldest conservation NGO, wanted to bring this issue to light in a way that would engage our audience towards action. We also looked to reach Malaysians of all ages, regardless of race or socio-economic status and recruit them to our cause.

Advertising Agency:Y&R, Kuala Lumpur, Malaysia
Executive Creative Director:Gigi Lee
Creative Director:Joshua Tay, Emir Shafri
Copywriter:Azeril Johari, Claira Chan, Jonn Dogra
Designer:Sylvia Teoh, Aaron Tan, Cassie Ng
Illustrator:How Wei Zhong, Eric Tee, Yew Jun Ken, Lim Ling Li
Typographer:Shireen Ang, Lai Wai Yeap
Photographer:Wizard Photography
Account Supervisor:Eliza Wong
Art Buyer:Louie Hoo, Tl Tan
Agency Producer:Robert Aw
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