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About This Project
Summary
Despite extensive efforts to advocate for animal rights, the trafficking of wild animals has seen a drastic increase in Brazil, reaching 35 million individuals annually. In fact, on social media, thousands of exotic animals (wild & pets), generate huge numbers of views, likes and shares on a daily basis. 37% of searches for monkey purchases and 18% of searches for snake purchases are directly generated due to Instagram’s content.
Goals & Objectives
Reduce animal trafficking in Brazil Raise awareness of the issue Decrease online engagement in social content featuring exotic wild animals & exotic pets.
Results & Impact
12.1M people re-educated their algorithms 111M Impressions Global reduction in searches for purchase intent: 15% less for Monkeys 6% less for Parrots 5% less for Snakes 12% global decrease in social media video engagement featuring exotic animals (wild & pets)
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