WWF-Korea, in collaboration with Cheil Worldwide, has launched the innovative ANISTAY campaign to raise awareness about the critical need to protect the habitats of endangered wildlife. Coinciding with World Animal Day on October 4, this campaign introduces a unique and convenient way for individuals to contribute to wildlife conservation simply by booking accommodations.
The ANISTAY campaign, a blend of the words “animal” and “stay,” leverages an online accommodation booking platform. When users search for lodging in specific regions of Korea, they will see nearby habitats of endangered animals highlighted in the search results. By clicking on a habitat, users can access detailed information about the endangered species and their environments, make donations, or even book a room at a location associated with these animals.
The campaign features five endangered species native to Korea: the Black Woodpecker, Asiatic Black Bear, Otter, Sea Turtle, and Honeybee. Individuals can choose to donate a minimum of 2,820 Korean won (approximately $2), a figure that reflects the total number of endangered wild animals in Korea as designated by the Ministry of Environment. All contributions will directly support WWF’s initiatives aimed at protecting these species and their habitats.
The ANISTAY campaign has already seen significant engagement, attracting over 100,000 visitors to its online page. “Conservation activities are urgently needed to restore biodiversity. Love it or we will lose it,” stated Park Minhye, executive director of WWF-Korea. She expressed hope that the campaign would enhance public awareness regarding Korea’s diverse endangered animals and the importance of their habitats.
Dahoon Son, Account Executive at Cheil Worldwide, emphasized that the campaign’s foundation rests on the principle that protecting endangered wildlife begins with conserving their habitats. “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,” he said.
The ANISTAY campaign was active across social media, out-of-home (OOH) advertising, and owned channels of WWF-Korea from September 27 to October 24. Through this engaging initiative, WWF-Korea and Cheil Worldwide aim to foster a deeper connection between the public and the vital need for wildlife conservation in Korea.
Credits
Campaign Title: ANISTAY
Client: WWF-Korea
Executive Director: Minhye Park
Marketing Director: Jungho Song
Project Manager: Jean Kim
Creative Agency: Cheil Worldwide
Creative Director: Kayoung Seo
Art Director: Wijeon Lee, Ajin Lee
Account Director: Wonjun Jang
Account Executive: Eunhye Jo, Dahoon Son
