The campaign is targeted towards children in particular. Key insights in targeting children was the fact that they are often excluded from the conversation and the fact that parents and children have a ongoing communication where both parties act as enforcers of a behaviour. 

Further insights to the creative execution of the campaign was the fact that kids are very attracted to interactive displays in proximity of the enclosure. They also associated animal statues to be family with the same animals in the zoo. We also wanted to make easy promises for the kids and parents to reinforce it to eachother. The certificates make the promise tangible and therefore harder to throw away and or forget.