Pills & Emojis Highlight the Plight of Wildlife Species

Pangolins, reptiles, tigers, rhinos. Do you know what these animals are? Clearly, Not Your Medicine! Many wild species are illegally trafficked and one of the reasons people tend to consume wildlife products is because these are believed to have some medicinal or health value. Despite the lack of substantial scientific proof, many wildlife species are illegally traded for use as false remedies.

Much of the smuggling of several endangered species in India exists precisely because of these superstitions. In a move to stop wildlife trafficking, UNEP (United Nations Environment Programme), in partnership with WCCB (Wildlife Crime Control Bureau), MoEFCC (Ministry of Environment, Forest & Climate Change), WWF India, and TRAFFIC, launched two campaigns, aimed at raising people’s awareness about the illegal trade of endangered species. The initiatives, developed by Ogilvy India, were revealed by Prakash Keshav Javadekar, the Minister of Environment, Forest and Climate Change on World Environment Day celebrated June 5th.

Dr. Saket Badola, Head of TRAFFIC-India, said: “Thousands of wild animals are poached every year in India for their parts and derivatives. Rhino is hunted for its horn falsely believed to cure certain diseases. Pangolin meat is consumed as a delicacy, and its scales are used to make traditional medicines. Similarly, other endangered wild animals such as tigers, elephants, bears, owls, and sharks have been victims of the illegal wildlife trade. Therefore, this campaign is crucial for raising awareness about the misleading uses associated with wildlife, often sold to unsuspecting and misinformed consumers. It is also important to understand how our consumption choices can threaten the future of endangered wildlife and how can we correct our preferences to diminish demand for wildlife contrabands.”

One of the most alarming reasons for wildlife trading is the increasing use of some species in traditional medicine. In response to this and to curb wildlife trafficking, the “Not Your Medicine” campaign was launched — the first of the two — using powerful visuals to make people stop believing in remedies that are not scientifically proven and that continue to threaten wildlife.

The images show three species “packaged” in the form of pills. One of the blister packs contains “drugs” of Indian rhinos, which are poached for their horns. Another one has pangolins — their scales are believed to cure many diseases, turning the animal into one that is very close to extinction. The tokay geckos (Gekko gecko) are also represented as medicine.

The second campaign titled “Sad Emojis” showcases emoticons portraying five sad Indian endangered species — tiger, bear, owl, tortoise, and pangolin. Starting from the idea that all human expressions are mirrored in different emojis, the agency chose to represent these animals in tears to highlight the difficult lives they are experiencing. Internet users who want to join the cause and share an important message with their friends are invited to use the icons on social media platforms such as Facebook, Twitter, Instagram, and Whatsapp.

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said: “The first campaign #NotYourMedicine highlights the plight of trafficked wildlife species suffering in the name of fake remedies even today. The second one — #SadEmojis, is a digital campaign wherein we launch a new set of sad emojis of endangered species, through which we aim to spread awareness with every single social conversation.”

Atul Bagai, Country Head, UNEP India Office, added: “The COVID-19 pandemic has been a wake-up call to the human race to respect nature and to learn to coexist. Illegal wildlife trade is the fourth largest global crime. It is driven by demand for trophies, fashion accessories, exquisite cuisine, exotic pets, and products based on cultural/superstitious beliefs. One of the main reasons for illegal poaching and trade is their unsubstantiated use in traditional medicines. In building back better, we need to remember that these species, traded illegally for false remedies is one of the most serious threats to the existence of wildlife — Not your medicine!”

Celebrities and influencers including Dia Mirza and Akshay Kumar are also showing their support for the cause. Using the #SadEmojis hashtag in their conversations, they hope to inspire their followers to join in and spread the word about wildlife issues.

The purpose of the two campaigns is to guide and inform the mass audiences, the general public, and law enforcement officials about the status, scale, and mode of trafficking of these products. Consumers who are well informed about this issue and spot illegal or suspicious activities can help by reporting them to the authorities. Help heal wildlife species by letting them thrive in their natural habitat not by turning them into our medicine or trophies.