Listen to the Tiger aims to raise awareness and engagement about wild tigers in China. The campaign was a success, receiving awards and partnerships while increasing information subscriptions and volunteer numbers. However, tiger poaching increased during the campaign, so the impact remains unclear. Moving forward, continued public awareness efforts should complement regulation, while addressing any gap between social norms and tiger conservation.

1. Listen to the Tiger
虎生命的呐喊

2. Why?
• Raise awareness and
engagement: wild Tigers
• Raise awareness and
engagement: China

3. Success?
• Awards
• Partnership
• Information~Email: 1654;
Sina Weibo: 872; Tencent
Weibo: 305; Twitter: 75
• Visits 300% + 1000
new volunteers
• Wait till 2022?

4. Failure?
• 2179 in one month of
campaign (now ~5500)
• Impact?
• Costs

5. The future
• Continue to complement
regulatory approaches with
demand reduction, but…
• Beware the gap: socially
unacceptable
• Evaluation
• HK workshop November
2011