As we approach the Global March for Lions on March 15th the Breaking the Brand team would like to highlight how the model we have used to create the rhino campaign can help design behaviour change adverts targeting the canned hunting industry and its ‘supply chain’, namely lion cub petting and walking safaris with lions.
As a group of people the BTB team find wildlife enthralling and we can understand why unsuspecting tourists, who feel the same way, could think of nothing more thrilling than getting up close to one of the world’s most captivating animals. We are sure that these same people would be truly mortified if they knew that in the case of lion farms what they are supporting was potentially creating victims for the canned hunting industry.
Using the Spiral Dynamics behaviour change model outlined in our previous blog we have created prototype examples of the type of adverts that could trigger behaviour change. Many of the canned hunting images are grainy as they were filmed with hidden cameras. Depending on the person targeted, namely the person seeking an amazing wildlife experience or the person involved in canned hunting, the emotion to be elicited by the adverts changes. [Read more…]