As a designer for the "Eternal Stripes" campaign, I collaborated on a powerful initiative inspired by the 2022 Year of the Tiger and supported by WWF’s mission to restore the declining global tiger population. This campaign aimed to raise awareness of the endangerment of tigers while driving meaningful action. Through both print and digital components, each design element shared compelling facts, emotional storytelling, and clear calls to action—such as adopting a tiger, supporting conservation efforts, and making sustainable lifestyle changes. A key visual and verbal motif, "Earn Your Stripes," was incorporated throughout the campaign to instill a sense of responsibility and growth among contributors, encouraging people to feel personally connected to the cause.
The project took an integrated marketing communications (IMC) approach, blending a range of mediums to maximize reach and impact. We designed assets for social media platforms including Instagram (photo carousels with engaging captions), TikTok (short-form storytelling videos), and X (formerly Twitter, featuring quick facts and interactive polls). We also worked on a striking billboard design and a magazine spread, both of which reinforced the urgency of conservation and highlighted the beauty and vulnerability of these animals. Through this campaign, we aimed to shift public perception—positioning tiger conservation not as a fleeting initiative, but as a continuous, vital movement toward a more sustainable future.
