#AreYouListening Social Campaign – International Animal Rescue

Amplitude partnered with International Animal Rescue in mid-2022 to help them raise awareness about the UN Biodiversity Conference (COP15) and the growing biodiversity crisis. Protecting and restoring the planet is something we at Amplitude care deeply about, and so we provided IAR with approximately £80,000 of free marketing support across two campaigns.

The first campaign – #AreYouListening? – launched at the start of September, and focused on generating awareness through social media, then leveraging that awareness to get members of the public to sign an open letter to world leaders. The letter – which can be signed on IAR’s website – implores world leaders to attend COP15, take the biodiversity crisis seriously, and make biodiversity pledges.

We developed a dramatic illustration style and used IAR’s vibrant red to draw the eye, helping these social posts stand out against their usual content. Emotive elements were provided by carefully selected animal and habitat imagery, with overlaid copy designed to educate people on the biodiversity crisis and put it into context.

In this first phase of the campaign, we provided three-month’s of assets for Facebook, Facebook Stories, Instagram, Instagram Stories, and Twitter. These assets included both stills and animation, and will be continually rolled out in the lead up to COP15 in December.

Phase two of the campaign is currently in development and will be rolled out in November. While we can’t say much about what it involves just yet, this is where the majority of the £80,000 donation is being spent, and there are already some big things in development.

In the meantime, you can sign IAR’s open letter to world leaders by clicking here, and find out more about the campaign, IAR, and biodiversity here.


International Animal Rescue