MediaMonks and WildAid launch Sea Turtle Warriors campaign with actor Eddie Peng

Sea turtles are getting a much needed boost, with some help from MediaMonks and WildAid.

The content production company and the environmental organisation have partnered up to launch the Sea Turtle Warriors campaign, created to raise awareness of the threats that face the animals in China and to offer suggestions on how all of us can do our part to support them.

At the centre of the campaign is a film directed by Henry Chen and starring actor Eddie Peng, declaring his support for the ancient creatures and encouraging viewers to join the fight for their survival:

Beyond the video, the campaign is all-encompassing, featuring a variety of touchpoints targeted at China. The partners developed a microsite on WeChat, offering users the opportunity to share a pledge alongside a personalised avatar. After sharing, their avatar would be added to a "Guardian Chain" graphic featuring all of the Sea Turtle Warriors around the globe who have shared their commitment to the cause.

In addition to WeChat, OOH ads for Sea Turtle Warriors have been placed across subways, billboards, airports and more in some of China's biggest cities. The campaign reports 475 million views for the OOH ads and 16 million views online since launch.

“Utilising the concept of Sea Turtle Warriors, we wanted the film to embody the ethos of the campaign - strong, stunning yet not forget the seriousness of the issue. Our attempt was to create a visceral auditory-visual experience that left a real impression," said Kelly Belchere, senior producer for MediaMonks.

The campaign will run until the end of the year.

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