The Nature Conservancy Yangtze Ads

Yangtze

These Yangtze ads were developed in 2010 and still in occasional use today. Their focus is on protecting the tremendous but greatly endangered wildlife on the Yangtze.

PSA development:

These ads were both developed to address specific issues. The finless porpoise ad was used to generate opposition to the proposed Xiaonanhai Dam near Chongqing. The carp version is used to bring conservation issues more closer to our daily lives through using a painting of one of China’s most commonly eaten fish which are increasingly threatened on the Yangtze.

These ads have both been published in FORTUNE China magazine, New Finance Economics, and several other smaller magazines.

The target audience is urban, 25 to 50 years old, and well-educated. The call to action is to learn more about the issue as well as the efforts by TNC to protect the Yangtze.

TNC by numbers

This ad was used from 2006 to 2008.

PSA development:

Very little background research was done for the China market on this ad, and there is limited information on perceptions of the ad.

General overview:

This ad was used for a short time and was published in numerous environment focused magazines. It’s focus is on conservation in Yunnan, which at the time was our priority in China.

The target audience is urban, 25 to 50 years old, and well-educated. There is no call to action, only a website URL.

Save this page

These ads are essentially a translation of TNC’s “Save this page for your grandchildren” ads implying that such beautiful natural places might not be around for future generations if we don’t act now to protect them.

PSA development:

Very little background research was done for the China market on these ads. General Chinese perception of the ad is that it is catchy and different.

General overview:

This has been our most widely circulated PSA in China, and has been in use since 2007. The ad (same message with different photos) has appeared in the Chinese Outside magazine, Fortune (China) magazine, Asia edition of the Economist (in English), New Finance Economics magazine, Talents magazine, and many others.

The target audience is urban, 25 to 50 years old, and well-educated. The call to action in China is to learn more about The Nature Conservancy, and outside China it is to become a member of The Nature Conservancy.

Steve Blake, Communication Manager, China Program