Appealing to consumers’ morality

Tigers have been featured in several regional IFAW advertising campaigns designed to combat wildlife crime.

For example, to appeal to the moral conscience of the Chinese public to stigmatize wildlife consumption, IFAW’s 2013 advertisement shows mutilated Chinese characters, symbolizing the fate endangered species suffer at the hand of man.

By removing one crucial stroke off the Chinese character representing elephant, tiger, bear and human being respectively, the ad asks

When we take the tusk out of elephants, the bone out of tigers, the gall bladder out of bears, what does that make us? Are we merely beings with no humanity?”