3890Tigers Campaign Inspired Thousands To Stand Against Illegal Tiger Trade
Sometime ago, Tiger Beer removed the iconic tiger on its logo for a campaign. Their tagline? "Can you imagine a world without Tigers?" Imagine holding on to a bottle of the iconic beer, and it is missing the tiger? Tiger Beer, in collaboration with World Wide Fund for Nature (WWF) started the 3890Tigers campaign. Their eventual goal is to double the number of Tigers in the wild by 2022, which is coincidentally the next Chinese New Year of the Tiger.
Together with six artists, an online platform called 3890Tigers.com was created, giving people the opportunity to create selfies with some great art by the collaborating artists. In a period over a month, thousands of people around the globe uploaded their selfies and shared it on social media to show their support. And in Malaysia, in appreciation of all the efforts shown by fans, Tiger Beer threw a finale event at The Square, Publika on Global Tiger Day on the 29 July 2017.
The Square was transformed into a great hangout joint, decorated with art pieces depicting Tigers, and also representing the 250 Malayan tigers (Panthera tigris jacksoni) left in the wild. Created by local artists such as Kenji Chai, who was behind one of the six arts on 3890Tigers.com, alongside with Sly Fox Crew, Caryn Koh, Stephen Lau, monoEVOLVE, NESTWO, Kangblabla and Malaysia Origami Association, the art pieces were unique interpretations of the personal styles of each artist.
Tiger Beer globally announced that USD 1 million will be donated to tiger conservation efforts by WWF via this campaign. In a press release statement, they had this to say:
“We wanted to add on to the contribution with some local efforts by conducting a silent auction of these art pieces during this creative showcase. We were amazed by the immense support that we received and we are deeply gratified that we could add on to the contribution on behalf of the Malaysian counterpart. Although we have come to the end of the 3890Tigers campaign, this only marks the beginning for fans who are now aware of the severity of this situation. We hope the power of digital platform will continue to educate netizens and spread the awareness on the illegal tiger trade until the day we see an increase in the number 3890.” - Jessie Chuah, Marketing Manager of Tiger Beer, HEINEKEN Malaysia.
DID YOU KNOW? Global Tiger Day is celebrated every year on July 29th to raise awareness about this magnificent but endangered big cat. The day was founded in 2010, when the 13 tiger range countries including Malaysia united to create Tx2 – the global goal to double the number of wild tigers by the year 2022.
Yours truly, the party animal ME was there AND HAD A HELL OF A GOOD TIME. Besides enjoying bottles of Tiger beer at nearby outlets, there were also a few fun engagement activities for celebrants to uncage their creativity via body marbling, origami workshop and jigsaw mural. A pledge booth was also set up to further raise awareness on the plight of wild tigers.
El Meson was also there and I had the opportunity to try out their Black Squid Ink Paella and their Paella Pollo, it was SO GOOD!
If you want to learn more on the 3890Tigers campaign, log on to www.facebook.com/tigerbeermy or head over to their online platform 3890Tigers.com and support the cause. Special thanks go out to the organisers for inviting me, I hope to see more of you again soon!
Comments