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‘Little Teeth Save Big Tusks’

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JWT London campaign sees the Tooth Fairy & Care For The Wild team up to save elephants

‘Little Teeth Save Big Tusks’

JWT London has teamed up the Tooth Fairy and Care for the Wild to help save elephants that are being hunted for their tusks. The campaign aims to encourage children to become a tooth fairy hero and to donate their money from the Tooth Fairy to Care for the Wild which works to stop poachers being hunted for their ivory.

The campaign, which launches to the public on 7th September, consists of an animated film (hosted on Care for the Wild’s YouTube channel) featuring a beautifully illustrated story of how the Tooth Fairy is saving the elephants, a dedicated microsite that creates personalised thank you letters from the Tooth Fairy for children who donate their tooth money and experiential activity in the form of tiny tooth bags magically appearing in selected independent retailers and cinemas across the country. The journey is supported by a blog keeping the audience up to date on the latest news from the campaign and the wider poaching issue.


This campaign aims to educate the next generation of donors about the tragedy of ivory poaching whilst empowering them to do something good with their own baby teeth, ‘Little teeth save big tusks’. The creative appeals to this younger audience whilst connecting to existing supporters of the cause.

David Masterman, Creative Director JWT London, said: “It’s a sad irony that while elephants are being killed by poachers to make money from their tusks, in Britain we give our children money when their baby teeth fall out. We found that at that young children value animals more than money.”

Philip Mansbridge, CEO, Care for the Wild International commented added: “By concentrating on delivering a thought-provoking online experience, building the campaign around a much loved character and focusing on such a simple act of kindness, hopefully we can not only raise funds, but educate children of the issues at an earlier age, and inspire the next generation of supporters to safeguard our sustained efforts.”


Project name:  Care for the Wild Tooth Fairy

Client and Job Title:  Philip Mansbridge, CEO, Care for the Wild International

Creative agency: JWT London

Creative Director: David Masterman

Creative team: Laurie Howell, Toby Treyer-Evans

Planner (creative agency): Hilde Oord

TV Producer:  Panos Louca

Project Manager: Graham Bagwell

Digital Project Manager: Joseph Bassary

Account Director: Emily Medhurst

Account Manager: Georgina King

Art Buyer: Kate Congreve

With Thanks to:
Director (Live action): Alexander Brown                
Director (Animation): Pete Circuitt

Illustrator: Jonathan Burton
Hand Model: Philip Medhurst

Production Company:  The Sweetshop

Executive Producer/MD: Spencer Dodd
Production Company Producer:        Holly Abey

PR:     Helen Reid, Digital PR Inc.
The Rumpus Room

Edit: Transmission
Post Production: GPS
Post Production Producer: Magda Krimitsou
Head of 2D: Mark Beardall

Audio: GPS
Audio Engineer: Toby Griffin
Audio Producer: Richard Donaghue

Music: Philip Guyler

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Categories: Corporate, Social and PSAs, Environment, Mon, 16 Sep 2013 14:21:45 GMT