Sudler London helps Animals Asia launch campaign
17 April, 2014
Sudler & Hennessey, one of the leading global healthcare communication networks, is pleased to announce that its London office has helped Hong Kong-based Animals Asia in the development of the “Peace by Piece” campaign. The launch of this landmark campaign will help rescue and rehabilitate over 130 moon bears in Nanning, China.
Animals Asia promotes compassion and respect for all animals, and works to bring about long-term change. It is devoted to ending the barbaric practice of bear-bile farming and improving the welfare of animals in China and Vietnam.
A state-owned company that raises bears to extract bile for use in traditional Chinese medicine says it will hand over 130 bears to an animal rights group, and the farm where they were raised will be turned into a rehabilitation center. This move is a major success in the campaign to end the practice of bear-bile farming, which animal rights campaigners call cruel and abusive. Animals Asia says that as many as 10,000 bears are held in captivity in China and used for bile extraction, often under poor conditions that cause long-term physical and psychological suffering.
“This negotiation is a result of years of growing awareness and increased opposition, with the bear farmer showing the moral integrity to do the right thing,” Jill Robinson, the founder and chief executive of Animals Asia, said when announcing the plan in Beijing.
The plan to convert the bear farm into a rescue center is set to cost Animals Asia $5 million. That includes transportation of 28 bears to Animals Asia’s facility in the southern city of Chengdu for medical treatment in early May, the renovation of the buildings on the farm for 102 bears, and about three years of care for the animals.
“Animals Asia asked Sudler to come up with a multichannel strategy and creative approach to deliver this $5 million target,” said Lee Williams, Sudler London’s Creative Director. “Faced with this, Sudler’s London office proposed enabling individuals to donate enough to acquire the farm, piece by piece; and from this simple idea, the concept of creating a peaceful land for the bears, ‘Peace by Piece,’ was born.”
This involved the creation of a separate but harmonious branding and logotype for the campaign, along with direct mail, online, microsite, and launch video, plus the coordination of multiple-language versions of the site and integration with Animals Asia payment partners within a six-week time frame.
“We’re very proud to have been invited to help Animals Asia achieve this fabulous goal, and wish them every success,” Julian Wakeley, Sudler’s Head of Interactive said. “In the current climate, all charities have to compete for airtime, so coming up with a compelling proposition, both online and offline, one that can work in a social context and that resonates with their existing and future donor base is crucial.”
The campaign launched on April 15th in Beijing. For further information, please go to www.peacebypiece.animalsasia.org
About Sudler & Hennessey
The S&H Group is a global healthcare marketing and communications organization with offices around the world. The network includes two global communications agencies, Sudler & Hennessey and Sentrix Global Health Communications, with US headquarters in New York City. S&H also has specialized divisions in medical education (IntraMed Educational Group, Precept Medical Communications, and Current Medical Directions), as well as in-market research and strategic planning, branding, publication strategies, sales training (HealthAnswers and Transart), digital solutions (Sudler Digital), eHealth Solutions (Sudler eHealth Group), consulting (Primary Source), healthcare management (Quality Matters), and consumer health marketing (Sudler Consumer). For more information, please visit www.sudler.com
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