Don't shoot the tiger!

by Paolo Ghiga

A couple of girlfriends are enjoying their favourite pastime, shopping. Stopping in front of the shop window of a clothing store: they enter and head to the clothing that caught her interest.
But the young woman who is wearing, with rapid moves, the white t-shirt depicting the head of a tiger, can not imagine what is going to happen.

The shirt fits and while she navigates to the mirror indicated by the shopkeeper, she addresses a smile to a complacent friend.
Just in time to observe its figure reflected in large mirror, a pair of explosions dry wipe out the music in the background, while some blood spots are filling up on women's t-shirt, who is startled.

It isn’t the scene of a reality television show, this is the video of the awareness campaign against the extermination of the turanian developed by advertising agency Leo Burnett and WWF Moscow, tested in recent days in Russia. Victims of poaching, ignoble medium used for hunting and destruction of animals, the turanian is an animal with a high risk of extinction.
This 2010 which is nearly over, on the occasion of the year of the Tiger, according to the Chinese calendar in Moscow approximately 3000 t-shirts were produced, literally stormed by purchasers: this experience of "Augmented Reality" allows people to come out in the video to prove the contrary would be more correct to say on their clothes, how it feels to be hunted and killed.

In shops that sell, salespersons are in place who wear it before a particular mirror: it is actually a huge monitor that simulates virtually the rifle, the subsequent wound with leaking blood, all on the effigy of the Tiger printed on the t-shirt. Customers range from surprise to dismay at reaching real moments of panic.

In the video appear some figures that we provide information on, thousands of signatures collected in defense of the turanian, to close with an eloquent message: the voiceover announces that, so far, 200,000 people said ' no exterminating the turanian.
Another environmental communication campaign that is stark, definitely engaging and inspiring. The hope is, as always, to get grants and funds that will be collected and used for this new commitment of WWF, so the incentive to public outrage not filling up with purchase of t-shirts.
Therefore, don't shoot the tiger!