Daily CSR
Daily CSR

Daily CSR
Daily news about corporate social responsibility, ethics and sustainability

Fictitious Brand Deals With Real Issue


Just a word “vintage” can be enough of an excuse for the wildlife poachers to hide in plain sight.

Dailycsr.com – 28 August 2018 – In an attempt to raise awareness on wildlife related issues, various efforts have been noticed in online platform including “limited edition logo swaps”, “Tinder profiles made for endangered monkeys” among others, while the World Wildlife Fund recently carried out its “own stunt” to highlight the “ivory trade in Singapore” besides identifying systemic loopholes,
Likewise, the WWF launched a fictitious “online store” which sold “vintage” ivory accessories, called the “Ivory Lane Singapore”. The website features “professionally shot product photos and promotional videos”. In the comment section, many “outraged consumers” were found reminding about the “unethical practice” involved in the ivory business, while the brand’s respond to it revealing the loophole for poachers to take advantage of was:
“We understand the concerns and would like to assure that the ivory we use is completely legal in Singapore (as it was made with) vintage ivory, before 1990”.
With these existing ambiguities, citizens are not clear about the “current legislation”, while survey conducted by WWF revealed that only 8% Singaporean people “understand the ivory trade laws” and 50% of them consider the ivory trade to be banned. However, the Chief Executive of WWF Singapore, Elaine Tan explained:
 “the general uncertainty leads to illicit wildlife trade hiding in plain sight. We set up the online shop, Ivory Lane, on the same legal premise that the real ivory traders use to operate in Singapore.”
Within a period of seven days, this online campaign had reached out to “250,000 people” and received reactions from “65,000” of them. Moreover, it gave rise to a “heated debate among citizens”. Additionally, the WWF Singapore introduced an initiative to encourage the citizens to join the “fight against wildlife crime”. While, WWF stated:
“though the brand may be fictional, the issues highlighted are real.”
The out of the box thinking of WWF to use “faux online store” to underscore the “effortlessness” with which one can carry out “unethical ivory products” trade has stirred a wave of awareness among the commoner as the “online stunt showcased the gap between Singaporeans’ strong opinions about selling ivory and the reality of the laws that govern this practice in a unique and compelling way”.