Saturday, September 02, 2017

Event: Thousands stand against illegal Tiger trade with Tiger Beer

Towards the end of June, Tiger Beer began to encourage its fans to uncage their creativity and join hands in taking a stand against illegal tiger trade via the global 3890Tigers campaign in collaboration with World Wide Fund for Nature (WWF).

The brewer had removed the iconic tiger on the logo across all its packaging for this campaign and posed a rhetorical question, ‘Can you imagine a world without tigers?’ Fans instantaneously jumped at the opportunity to show their support to raise awareness on the consequences of the illegal tiger trade.

One month in, thousands of concerned fans have uploaded their selfies on, an online tool which allows people to personalise their photos using various designs by six artists from around the globe and shared the final output on social media to show their support. To appreciate all the efforts shown by fans, Tiger Beer threw a finale event at The Square, Publika on Global Tiger Day, 29th July 2017.

The venue was turned into a creative showcase, decorated with tiger art pieces that signifies the 250 Malayan tigers (Panthera tigris jacksoni) left in the wild.

Created by local artists such as Kenji Chai, who was behind one of the six arts on, alongside with Sly Fox Crew, Caryn Koh, Stephen Lau, monoEVOLVE, NESTWO, Kangblabla and Malaysia Origami Association, the art pieces were unique interpretations of the personal styles of each artist.

Tiger Beer globally announced that USD 1 million will be donated to tiger conservation efforts by WWF via this campaign. “We wanted to add on to the contribution with some local efforts by conducting a silent auction of these art pieces during this creative showcase. We were amazed by the immense support that we received and we are deeply gratified that we could add on to the contribution on behalf of the Malaysian counterpart,” said Jessie Chuah, Marketing Manager of Tiger Beer, HEINEKEN Malaysia.

The event also had a few engagement activities for fans to uncage their creativity via body marbling, origami workshop and jigsaw mural, while enjoying Tiger Beer at selected outlets nearby. A pledge booth was also set up to further raise awareness on the plight of wild tigers.

“Although we have come to the end of the 3890Tigers campaign, this only marks the beginning for fans who are now aware of the severity of this situation. We hope the power of digital platform will continue to educate netizens and spread the awareness on the illegal tiger trade until the day we see an increase in the number 3890,” Chuah continued.

Wherever you are, the dwindling numbers of Tigers in the wild is a cause for concern, it is never easy when faced with extinction, and we must always do our part in ensuring the continuity of the ecosystem for all. After all, at the end of the day, our children will be the one inheriting the earth, and do we really want for them to know Tigers only through photographs and videos of a time long gone?

I know I am not going to stand for that, which is why this campaign struck close to my heart. Every day we are faced with extinction, and every day, we are fighting a battle against poachers, hunting for gain. It is time we stood up and say, no more! Will you stand with me?

Til the next time, stay beautiful!


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