Leap for Leopards

Abstract

Wildlife conservation is an unexplored concept in Pakistan, which has dire consequences in relation to the deterioration of the ecosystem. “Leap for Leopards” is a four-month public relations campaign for Snow Leopard Foundation in an effort to help increase awareness about threats faced by the endangered snow leopard species, the impact it would have on the ecosystem and to improve community standards in snow leopard habitats in Chitral, Gilgit Baltistan and the more recent Azad Kashmir. The campaign is aimed towards two key publics; the primary key public targets SLF’s outer circle i.e. the general community aged 10 and above in the urban areas of Islamabad, with a specified focus on NUST and its affiliates for the purpose of this campaign. The secondary public includes important stakeholders such as partners and organizations like WWF, UNDP and international diplomats. The message of the campaign is to encourage the key publics to play their part and act as responsible citizens to save wildlife species in turn to protect the ecosystem. The campaign includes on-ground activations as well as social media promotion. Evaluation of the campaign shall be done through surveys, social media reach, donations collected and pledges taken to make an effort towards conservation of snow leopards. Keywords: public relations, snow leopards, conservation, wildlife.