How do you get people to take time out of their busy Web surfing to notice the horrors of rhinoceros poaching? If you’re Forever Wild, you opt for a Rickroll.
By remixing popular YouTube videos into “Interventions,” the campaign gained over 300,000 YouTube views, over 11,000 Facebook likes, and petition signatures increased by almost 400 percent, according to Forever Wild’s ad agency Ogilvy Cape Town.
So, does the end justify the means? If so, is it because this was done by a nonprofit? What would you think if a for-profit company did something like this?
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