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Campaign: Saving Tigers: Mila's Story

Client: WWF China Tigers Alive Initiative WPP company: Ogilvy & Mather, Kuala Lumpur

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Over the past 100 years the global population of wild tigers has fallen by 97%. It is estimated that today only 3,200 exist in the world. In 2011, WWF launched the ‘Tigers Alive’ initiative to stop the decline of the tigers in the wild and help double their numbers by 2020.

O&M worked pro bono to raise awareness of the initiative. Their campaign centred on the life story of a young Indonesian woman named Mila. Mila learnt about the wild tiger’s plight at a young age and it led to her becoming a WWF conservationist working to preserve their future. Ogilvy created a video showing her story in the hope that it would inspire more people to get involved.

Since the launch of the campaign, Mila’s story has received over 6,000 views online. The campaign was worth $50,000 of agency time.

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