WORK FOR GOOD CUT - DIGITAL
SINGLE (2025)
WORK FOR GOOD CUT - DIGITAL (SINGLE)
JPG
MP4
2m:10s
Ban This Profile - Ampara
Ampara
Shortlist
| Title: | Ban This Profile |
|---|---|
| Brand: | Ampara |
| Product/Service: | Ampara |
| Client: | Ampara |
| Agency: | Edelman |
| Release Date: | 2025-04-09 |
| Duration: | 02:10 |
| Individual Credits: | Judy John, Global CCO, Edelman |
| Individual Credits: | Marie-Claire Maalouf, EMEA CCO, Edelman |
| Individual Credits: | Felipe Braz Costa, ECD, Edelman |
| Individual Credits: | Marcelo Conde, Associate Creative Director - Copy, Edelman |
| Individual Credits: | Albert Botelho, Associate Creative Director - Art, Edelman |
| Individual Credits: | Antoine Harary, Global President DxI, Edelman |
| Individual Credits: | Thibault Moreau, EVP DxI, Edelman |
| Individual Credits: | Valentina Fusco, Account Manager DxI, Edelman |
| Individual Credits: | Pamela Ho, Senior Account Exec DxI, Edelman |
| Individual Credits: | Magali Beutler, Account Exec DxI, Edelman |
| Notes for Judging: | Wild animals dressed, accessorised, and treated like pets are going viral on social media, fuelling the exotic pet trade in Brazil. While most of this content is legal, it causes real harm. Instead of using traditional awareness tactics, we made the platform work against itself. BAN THIS PROFILE, a campaign designed to be banned—to help save wild animals from trafficking. We created 150 Instagram profiles featuring over 1,500 AI-generated posts that mirrored popular wildlife pet content. Then, using our own social media channels and a group of influencer allies, we encouraged people to report the profiles, turning passive engagement into meaningful action. Each report trained the algorithm to suppress similar content. Our profiles were removed first. Then real ones followed, even those considered legal. A campaign that was not made to go viral, but to disappear. An intervention that turned the platform’s own rules into a tool for change. The campaign targeted video content across TikTok and Instagram in both English and Portuguese, focusing on mentions of endangered animals like parrots, monkeys, and snakes. Using tubular, a social video intelligence platform, data was gathered from 10-16 April 2025, with comparisons made to the previous 7 days (2-9 April 2024). In just 7 days: 1500 posts and 150 profiles created were banned and 100% of the profiles created were banned 92% decrease in the number of views on wild animal videos* 92% decrease in average engagement* 95% decrease of total engagement* 36% decrease on the volume of mentions* * 2024 vs 2025 |