About This Project
Summary
In Brazil, millions of wild animals are trafficked due to social media. To counter this, we launched Ban This Profile. 150 fake Instagram accounts with 1,500 AI-generated exotic pet posts. Users were encouraged to report them, prompting the algorithm to hide similar content, legal or not. With zero media spend, the campaign reached millions, shifted behaviour, and used social media as a tool for wildlife protection.
Goals & Objectives
Reduce the influence of social media in driving demand for wild animals as pets. Raise awareness & directly challenge the normalisation of this type of content online. Expose how posts such as monkeys in clothes or snakes in living rooms create desire and ultimately drive trafficking.
Results & Impact
In just 7 days: 1500 posts and 150 profiles created were banned and 100% of the profiles created were banned 92% decrease in the number of views on wild animal videos* 92% decrease in average engagement* 95% decrease of total engagement* 36% decrease on the volume of mentions* * 2024 vs 2025
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