There are only 5,000 tigers in the wild today, unless we do something, the tiger will be extinct in 5 years.  This opening line from the director of the Tiger Trust sent a chill down my spine.

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The low-budget yet hard-hitting campaign used photos of actual poachers to make the gory point. And short-term initiatives revolved around tiger advertising icons to drive donations.

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Weeks after the campaign broke, numbers from the client confirmed that awareness and donations had increased manifold.