A fictional campaign created to advocate for ethical wildlife tourism


UI/UX Design
Graphic Design

Tools Used

Adobe Illustrator


April-May 2019
6 weeks)

Revive is a campaign that advocates for more responsible wildlife tourism. Through the creation of posters and a web infographic, Revive explores the issues related to animal abuse in Thai tourism venues.
Thailand's wildlife tourism sector is one of the main attractions when visiting the country. Unfortunately, many of the visitors that visit the site are unaware of the inhumane conditions that the animals are subject to. The continuation of these unethical practices are a result of a lack of education about wildlife tourism.
How do you educate visitors about the problems associated with wildlife tourism?
For this project, I felt that it would be important to approach the topic in a colourful way to attract attention and also to make more engaging with the viewer. Using a somewhat comedic approach with witty slogans, the posters are bright and draw in attention with colour contrasts and clean typographic elements. The web infographic was designed to be an interactive way for the viewer to engage with the educational content. These posters are intended to be posted in common tourist travel spots such as airports, train stations, and bus terminals. If these posters are integrated into areas with high tourist traffic, it has a higher chance of attracting the target audience.
A poster with an illustration of a globe and an asterisk. The text reads "*Think before you travel. 80% of people that leave TripAdvisor reviews are unaware of the welfare problems associated with wildlife entertainment venues. Responsible tourism matters."A poster with an illustration of an elephant that has asterisks for eyes. The text reads "*don't ignore the elephant in the room. Only 6% of elephants in the tourism industry are living in ethical conditions. Responsible tourism matters."A poster with an illustration of a tiger with asterisks for eyes. The text reads "A tiger can't change its stripes. However, you can change your choices. 90% of tigers in the tourism industry are not living in ethical conditions. Responsible tourism matters."
I used Sketch to design the pages and Principle to add parallax animation to the website. I wanted to make the site more dynamic and add depth with the animations.

The final deliverables for this project included the one main poster that introduces the overarching topic, as well as two secondary posters that highlight specific animals that are affected by unethical tourism. Finally the web infographic that was created is meant to be part of a database that could incorporate more countries in the future. The current one only highlights the problems within Thailand's animal tourism industry.
Overall, I was happy with how the illustrations created a fun effect for the viewers to engage with. I felt like it added a playful mood to a serious topic. I think that I could develop this idea further by making the web infographic a directory of different countries that have their own wildlife tourism issues. For example, tackling issues associated with Orcas in the U.S. and polar bears in Canada. One of the ideas that I would like to develop further in the future would be making the infographic details more dynamic and by adding motion graphics to the site to make it more engaging. For example, possibly more dynamic typography and motion graphics.
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