WWF China: “Listen To The Tiger”

Do you know how many tigers are left in China? …1000? …500? You’re not even close. There are now less than 50 tigers left in the whole country!

Tigers once roamed in their thousands but in the last century the tiger population has dropped significantly through human activities such as logging and the increasing use of tiger bone in traditional Chinese medicines.

So the World Wildlife Fund (WWF) China and TRAFFIC (the wildlife trade monitoring network) teamed up to create a clever digital campaign titled, “Listen To The Tiger(虎生命的呐喊). Here’s how the campaign worked:


To raise awareness around the threats to the tiger population and encourage people to support the protection of tigers in China.

What did they do?

WWF China together with TRAFFIC created a website (www.listentothetiger.com) that allowed people from China and the rest of the world to register their support for the conservation of tigers in the Mainland.

WWF and TRAFFIC China - Listen to the tiger campaign

WWF and TRAFFIC China - Listen to the tiger campaign website

At the website, visitors were welcomed by the sounds from the tiger’s natural habitat, including bird song, animals calling, wind rustling tree leaves and water rippling along a brook. After every 50th visitor registered their support for wild tigers, a tiger’s roar was played to complete the aural overture.

People could register their support in a number of ways and bring on the next roar in a number of ways. Either directly through the site, or through a range of social networking websites, including Twitter. Chinese citizens could even support the campaign through Sina Weibo, Tencent Weibo, Renren and Kaixin or even via text messaging.

WWF China - Listen to the tiger campaign register


The campaign ran for 1 month in January 2011, finishing just before the Year of the Tiger ended on the 2nd February. The idea of the campaign focused on the fact that potentially in 12 years time when the Year of the Tiger comes round again, there may be no tigers left in China.

Over 3,000 people registered their support via the site, giving a ‘roar rate’ of 60 roars. Chinese celebrities including Yao Chen, Yu Quan and Zhang Yadong also got behind the campaign.

Finally, there was an outdoor ‘Big Sound Event’, where the tiger’s roars were played out in the city Beijng via a big screen setup in the Sanlitun Village. Check out the video here: WWF China: Listen To The Tiger – Video

If you want to pledge your support to tiger conservation visit WWF’s website here.

Agency Credit: Ogilvy China (Beijing Branch)

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  • Vonskippy

    Meh who cares. Will wild tigers solve the world’s energy problems? Will wild tigers cure cancer? Will wild tigers create fresh water or more food? Invent faster then light space travel? Next spin of the life wheel, aim for higher up the food chain. Mother Natures a couldn’t-care-less bitch, get used to it.

    • Vondippy

      Will wild tigers solve all these problems? No, but neither will Vonskippy, although more people will miss the tigers. The truth is that most of the problems listed in that comment are the problems that face large predators like the Amur Tiger of northern China and eastern Siberia, and most of them are related to loss of habitat. Fresh water has everything to do with watersheds that have not been deforested (where tigers live); more food has everything to do with not overfarming or farming in subpar soils (like where tigers live); wild tigers won’t cure cancer but dumping pesticides everywhere to grow “more food” certainly will. As for faster-than-light space travel, I’d rather see a wild tiger than live in a video game.

      • Z

        good reply, vondippy.
        amazing that someone would even think of saying something like that! wild animals are some of the only pure creatures left on earth, and frankly, more important than if a lot of so-called human problems of “higher living”. most animals deserve protection more than most people. and as to wanting to see a wild tiger (or any animal) over a video game- i’d even say over pretty much any “entertainment system”.

  • Anon

    Am surprised that this was allowed to happen.

    Nothing a cordoned 100,000 acre natural enclosure in a suitable area, relocations of all 50 tigers to the area to allow a breeding programme (later commercialised, look at Africa which bred so many lions that they now have Lion steaks sent worldwide), and donations/sponsorships by local companies (support a Tiger – i.e. livestock for food and veterinary oversight) won’t solve.

    Look at the Panda for example. Tigers breed far easier. The now cash fluid Chinese government can move at lightning speed on ‘any’ item if it so wishes, this initiative will be up to them to carry out.

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