The brand presence and visuals of Ivory Lane have been carefully designed to highlight the true cost of trading ivory while selling the concept of luxury. African savannahs and elephants were marketed with editorial campaign images. To give the brand visibility and credibility, WWF worked with fashion media partners and social media influencers to spark public debate around Ivory Lane. After negative public reactions, Ivory Lane further stimulated debate with a public statement by its fictional founder, in which he defended the legality of the Ivory Road and adopted the same arguments as real ivory traders. Within 24 hours, the statement caused an uproar reported by local and regional media. Overnight, Ivory Lane became a routine conversation, leading to debates about legal issues surrounding local laws. Within a week, WWF-Singapore revealed its involvement behind the campaign. This made headlines around the world and shifted the attention of one fashion brand to a global conversation: the global ivory trade. The initiative is part of the organization`s fight against illegal wildlife trade, one of nine priorities it will focus on in 2023. Legislative action is essential to stop the illegal wildlife trade in Singapore, but people have had to demand change.
Despite numerous global campaigns on illegal wildlife trade, the issue has not been well understood. Ivory Lane has redefined the way news is made. By being a platform to rally voices for a real crisis, he challenged the idea that news can only come from one source. The launch was calibrated to create controversy. Through the use of online media, influencers and comments, the information process was established. By creating a public debate, Ivory Lane finally made the voice of the people, the news itself, heard. (h) to comply with any other legal, governmental or regulatory requirement, rule, law or regulation, regulatory directive, directive or industry code, order, instruction or request issued by the courts, legal or regulatory authorities of any relevant jurisdiction (whether in Singapore or otherwise), including any disclosure or notification obligation to which a recipient of the personal data or the performance of audit controls, monitoring and investigations; Since 2020, they have managed to remove more than 14,000 illegal ads from ecommerce platforms. Citizen detectives have searched for tens of thousands of ads on e-commerce platforms to stop the illegal trade in wildlife products, the World Wildlife Fund Singapore (WWF-Singapore) said on Thursday. Most Singaporeans care about wildlife protection, but were not necessarily aware of the loopholes in local laws that allowed illegal ivory trade. WWF`s survey found that 50% of Singaporeans already believe ivory has been banned in Singapore. In addition, only 8% of people are aware of local ivory laws. In order to close this perception gap, WWF needs people who are aware of it.
While most Singaporeans cared about wildlife, fewer were aware of the problems associated with the ivory trade. Ivory Lane used something that was important to most people in Singapore and that was talked about: shopping. By using a fashion brand as a vehicle to challenge the legality of ivory, Ivory Lane has shed light on an issue that has been looming since the first international ivory ban was 28 years ago. In ten days, Ivory Lane`s social media platforms recorded a reach of over 5,000,000 and 150,000 engaged users, respectively. The Ivory Lane campaign has been picked up by more than 70 media outlets around the world, including the BBC, AFP and The New York Times. Media reports highlighted the legality of ivory as a problem and sparked a lively public debate that addressed the urgent need to strengthen local laws. Importantly, this has also triggered independent media investigations into the sale of ivory in Singapore. Government authorities and WWF have been contacted by members of the public to close the online ivory shop. Overnight, Singapore`s wildlife laws became a global conversation. The campaign sparked a public debate about wildlife laws, highlighting issues that were once overlooked and ignored. The public demanded stricter laws, stricter enforcement and a national ban.
Uma Sachidhanandam, Deputy Director of Conservation at WWF-Singapore, noted that more than 7,000 plant and animal species are illegally trafficked worldwide: “The first step is to stop the purchase, because if you don`t stop the demand, the problem will always be there.” “They are at the forefront of understanding existing gaps. Whether it`s fighting plastic, new hydroelectric projects, changing consumer behavior, or decarbonizing the industry,” she said.