International Tiger Project | Empathy Experiment | A deep dive into the traumatic consequences of poaching

IUCN’s Red List of Threatened Species enlists tigers as ‘Endangered’. Furthermore, some species of the animal are ‘Critically Endangered’. But, if not for the evil of poaching, the statistics would have been different. An innovative experiment-driven campaign by The International Tiger Project reaffirms the same. Titled the ‘Empathy Experiment’, the campaign involves 6 volunteers who undergo deep hypnosis.

Leo Burnett Sydney, the ad agency behind the campaign, captures the experiment in video form. As depicted in the video, one of the volunteers experiences the emotions that a tiger caught by a poacher goes through. Consequently, she breaks down upon realising the horror that tigers undergo at scale.

We commend how the campaign approaches the issue from an experiential perspective. Ultimately, it presents a strong case against the malicious nature of tiger poaching.

Tags:
Advertising Agency, Public Interest, NGO, International Tiger Project, Outdoor Campaign, Empathy Experiment