#BeTheirBodhisattva sustainability marketing movement
What is it?
On January 28, 2019, Vietnam, Life Release Day (Tsethar) in the Lunar calendar, known to Budhists as the day for saving lives that were meant to end, Wild Aid launched an inspiring campaign to challenge common misconseptions around wild life products beleived to have 'mystical powers'. #BeTheirBodhisattva
The campaign included instilations of Rhinos, Elephants and Pangolins who had suffered real life injuries. All kneeling in front of a Buddha statue in Vinh Nghiem Pagoda.
Why do we love it?
This campaign was sure to grab attention. Taking a shocking subject and putting it front and center, insuring consumers couldn't just turn away from this uncomfortable subject.