Context
#SaveTheDonkey – Brazil is Killing Donkeys:
Brazil is one of several countries targeted by traders of donkey hides, eager to profit quickly by supplying the growing Chinese “ejiao” industry. This traditional Chinese medicine preparation lacks scientific validation and has caused a devastating reduction in the donkey population. The species’ numbers have plummeted from approximately 1 million in 2011 to less than 300,000 today. In 2021, Brazil’s Ministry of Agriculture (MAPA) reported over 90,000 animals.
Donkeys and mules hold a unique place in Brazil’s history and culture. For millions of people, they have transported goods, construction materials, laborers, food, and water. They continue to play a crucial role in some local economies, especially in the Northeast, which hosts 90% of Brazil’s donkey population. Celebrating their central role in Brazil’s development, donkeys have been acknowledged by Brazilian artists in various forms.
Objectives
- Raise public awareness about the alarming number of donkeys being slaughtered.
- Highlight the historical, cultural, and environmental importance of donkeys in Brazil.
- Emphasize the real risks of extinction facing Brazilian donkeys.
- Advocate for national and regional decision-makers to pass laws prohibiting donkey slaughter.
Strategy
A comprehensive 360° communication campaign, incorporating owned, earned, and paid media, all leading to a strong call to action:
- Launching a dedicated hotsite to anchor all campaign activities and serve as an information hub.
- Kick-off interview with Agência Estado.
- Conducting an interview with Dr. Patrícia Tatemoto, PhD, for Rádio Nacional.
- Publishing a guest article by Dr. Patrícia in Correio Braziliense, detailing the environmental and biosafety risks of uncontrolled donkey slaughter.
- Advocacy extension: Lighting the National Congress building orange on July 20, supported by allied congress members.
- Feature investigation aired on Rede Record’s Domingo Espetacular.
Results
- 98 articles published.
- 8 interviews conducted.
- 93 media contacts established.
- 15 organic posts created.
- 2,629 organic mentions of the hashtag #salvejegue.
- Over 1,000 interventions on The Donkey Sanctuary’s profiles.
- 56.5 million impressions.
- 1.7 million clicks.
