On World Environment Day UNEP's Sad Emojis Campaign Raises Awareness About Endangered Wildlife Species Advertisement

On World Environment Day UNEP’s Sad Emojis Campaign Raises Awareness About Endangered Wildlife Species

Protect and preserve them while you can!

By Ruman Baig  June 5th, 2021

UN Environment Programme has partnered with WWF-India, Wildlife Crime Control Bureau – Govt. Of India, and the Ministry of Environment Forest and Climate Change to work towards wildlife trafficking in the air transport sector in India. The idea is to enforce a law that moderates this practice. They are also planning to build tools that can help the Customs and CISF staff to identify and report illegal transport of prohibited wildlife trade through commercial airlines.


To amplify the message of awareness on the crisis of illegal wildlife trafficking, Ogilvy has designed two campaigns for UNEP. Not Your Medicine and Sad Emojis are launched as communication campaigns on the illegal wildlife trade in India. The former campaign lays emphasis on the fact that these species should not be illegally traded to be a part of medicines; the practices exist because of unscientific remedies. The latter campaign has tapped into one of the most used means of communication – emojis, as a tool for a social message.

Sad Emojis Campaign And The Impactful Meaning Behind It 

The everyday lingo used by millennials and Gen-Z has been brought into play to raise awareness about the endangered species. A set of Sad Emojis featuring different endangered species with teary eyes has been created for this purpose.  The animals in the spotlight are tiger, leopard, elephant, rhino, pangolin, mongoose, bear, owls, parakeets, otters, Indian star tortoise, musk deer and sharks.

These emojis will be made available across social media platforms like Facebook, Twitter, Instagram and Whatsapp through GIF-ies. The active users can include these emojis in their everyday conversations to create consciousness about illegal trafficking and other problems faced by the endangered wildlife species. The campaign has gone live today on the occasion of World Environment Day.