So many decisions are made on the basis of popular opinion that it’s hard to pass by campaigns that send an effective emotive message about illicit trafficking of wildlife. This newly launched campaign gives a haunting and powerful message, targeted at end users, about the plight of rhinoceros hunted for their horns.
NOAH Menschen für Tiere (NOAH People for Animals) is running a print advertising campaign raising awareness of rhinoceros slaughter. A rhino is shown with its two horns being whittled away to form miniature sculptures. “The fine art of exterminating an entire species. Rhinos have survived predators, climate change and disease for 50 million years. But it’s Asia’s soaring demand for rhino horn that will doom them: every 14 hours a rhino is killed. Help us save the last rhinos.” Although most of the market in rhinoceros horn in Asia is linked to medicinal use, there is a growing market in rhino horn sculpture.
This is something that museums can – and do – take from the media. As the public expects ever more sophistication in messaging from both museums and the media, especially in topics that matter, the potential for cross-fertilization is growing. How we do this needs to be on the agenda as the next generation of museum professionals reaches maturity.
Credits: The NOAH Fine Art of Exterminating campaign was developed at Grabarz & Partner, Hamburg, by chief creative officer/copywriter Ralf Heuel, creative director/art director André Price, creative director/copywriter Jan-Florian Ege, art buyer Indra Hohns, account director Biljana Retzlik. Photography was by Alexander von Reiswitz (represented by EXPOSE photographers). Post production was done at GLOSS Postproduction and Lucie&Lisann by producer Christian Mai, graphic artist Yasemin Boyraz, retouchers Tommy Szewczuk and Edwin Immel, 3D artist and designer Christian Völkner. Click here to see more.