Brief
Customer demand for rhino horns is now driving a devastating African poaching crisis and Southeast Asia is the primary consumer region. Although trading rhino horn has been illegal in China since 1993, the prohibited activity remains widespread in the country. The College of Design and Innovation at Tongji University has partnered with Peace Parks Foundation to offer the students the opportunity to address this extremely complicated social issue through the use of innovative design as part of the university curriculum. Students were tasked to use their skills to design, produce and market products that will raise Chinese’s awareness on current bad condition of rhinos in order to reduce rhino’s consumption for both art use and medical use and establish a sound value conception system of the next generation.
Peace Parks Foundation has a global vision to facilitate collaboration between countries to protect southern Africa’s natural heritage and develop eco-tourism to benefit people and wildlife.
“Our work in China revolves around creating local ownership of the problem, working with the Chinese people, to develop Chinese solutions based on Chinese culture. The value of working with young Chinese nationals and training institutions is immeasurable.”
—— Brad Poole, PPF Chief Operations Officer
Our Solution
HOW MIGHT WE communicate the knowledge of rhino with the public and engage people to learn about rhino in an emotional but entertaining way? Our mission is to relate Chinese people with endangered rhinos with a strong bond of empathy rather than lecturing anybody.
So we created a beautiful reimagination of a bookmark for the modern world. The whole journey begins with bookmarks and spreads by media - it’s trying to get into the psyche of the Chinese people and the culture, how they’ve managed to tap into digital media, and how they can manipulate those processes to get their message across.
#StandUpInitiative is mainly based on the book media. By using bookmarks with illustrations of Africa vibe, this campaign subtly conveys the knowledge to all target audience in a vivid and precise way. Combining with origami and AR scanning, it presents the serious message with an interesting rhino sound, which can reinforce people’s perceptions. We’ve also planned a sustainable system, and following activities, hoping that this “Stand Up” idea can keep on operating and prevent the global rhino horn trades eventually.
The Challenge
The People
Profile of our primary target audience
The Media
PRINT IS NOT DEAD! - Book & Bookmark would be the most effective primary media to reach to our audience
Reading physical books bought from bookstores rarely happens in western countries as people tend to order books online, or use e-readers. In China, however, reading books in cosy stores offer a relaxing haven from buzzing and over-crowded streets and malls. It is still a large part of Chinese culture and with this modern rethink of the traditional bookmark design, it is hoped that a very wide audience will be reached and engaged.
The Concept
The Communication Route
“A bookmark like none other”
Our project looked at developing a range of bookmarks that people will find in bookstores. It has a pop-out panel which can be folded into a small rhino origami figurine. We are developing an app that will be enable you to scan the app figurine with a cell phone and take you to a website containing rhino conservation information. The remaining part can be used as a beautiful bookmark and when placed correctly, it would seem as if a tiny rhino is peering from out of the book. People will also be able to donate towards the cause from the accompanying online social and interactive platform.
Offline Interactions
Watch the video below to see how to fold your bookmark and help rhinos to stand up and be confident once again!
Online Engagement
Scan it & the rhino comes alive
Rhino in the scenery
More stories in the interaction
Africa Pattern Stories on the Bookmarks
Product Development & Events
Africa Trip
We were brought to South Africa to visit conservation areas where we have the opportunity to interact with leading rhino protection and conservation experts. We had a chance to present our idea to them, show our efforts as a design team in China, and communicate about the next steps. Knowledge and more stories were gained to be used to enhance our products to ensure that their messaging will be effective.
See Press Release by Peace Parks Foundation: https://www.peaceparks.org/china-the-next-generation/
Local Promotion in China
“Xi” stands for both “Rhino” & “Cherish”. The balance of nature is constantly changing. It is more of an improvised humming that lasts eternally rather than a fixed composition as we though it would be. As an extension for our #StandUpInitiative, we create “Xi Xi Balance” at Hubindao Shopping Mall, discussing the subtle and intimate relationship among human, wildlife and nature, and further convey our idea to the public.
