SEOUL, SOUTH KOREA — Non-profit organization WWF-Korea (World Wide Fund for Nature) and creative agency Cheil Worldwide have launched a campaign to raise awareness of the importance of protecting endangered wildlife habitats.
With World Animal Day on October 04 as momentum, WWF-Korea’s latest campaign presents a fresh and convenient way to help protect wildlife habitats: by making a reservation for a room via the accommodation booking platform. The campaign is titled ANISTAY, a portmanteau of the words “animal” and stay.”
When people search for keywords related to a region in Korea on the online booking platform for accommodations, nearby habitats of endangered animals appear together in the search results.
Once people click on one of the habitats, they can find more detailed information about the endangered animal and its natural surroundings, make donations, or book a room at the endangered animal’s house.
The online booking platform registered the habitats of five endangered Korean animals: the black woodpecker, Asiatic black bear, otter, sea turtle, and honeybee.
People could choose their donation amount starting from 2,820 Korean won ($2). The number 282 reflects the total number of endangered wild animals in Korea as designated by the Ministry of Environment. The full donation will fund WWF’s activities focused on endangered species protection and habitat conservation in Korea.
The ANISTAY campaign resulted in more than 100,000 people visiting the campaign’s online page.
“Conservation activities are urgently needed to restore biodiversity. Love it or we will lose it,” said Park Minhye, executive director of WWF-Korea. “With the ANISTAY campaign, we look forward to raising public awareness on Korea’s diverse endangered animals and their habitats.”
“ANISTAY campaign started from understanding that the basis of protecting endangered wildlife begins with conserving their habitat,” said Dahoon Son, Account Executive at Cheil Worldwide. “We wanted people to have a unique experience of reserving accommodation where the wild animals are the owners to increase people’s interest and participation in protecting habitat.”
ANISTAY campaign ran across social, OOH, and owned channels of WWF-Korea from September 27 to October 24.
