Big Cat Ad Strikes Urban Chord

   

Signifying the number of tigers left in the wild in India, the number has been at the forefront of a unique campaign to save the big cat. The rather moving visual of a playful tiger cub, frolicking in the woods as it waits for its mother to return with a kill has stirred the nation. The mother, the visual suggests, has been killed and it ends with a blow-up of the figure 1,411. Part of the the “Save Our Tigers" campaign, launched by the World Wildlife Fund (WWF) India together with a telecom company, the visual has caused a profound impact on TV, in the print media and on the internet, which has a site dedicated to the campaign.
   

Thousands across the country have joined the campaign and millions more are expected to follow. Perhaps for the first time, it has made the common man sit up and take notice of the dwindling tiger population, that has so far been a subject of discussion only in wildlife circles and forest department chambers.
   

Explaining the idea behind the campaign, WWF officials said it has been targeted at the urban, educated population, which has been indifferent to this serious issue. “It is unfortunate that even though the tiger population has reduced alarmingly, urban India remains unmoved. It is, of course, important to rope in the people living on the forest fringes who are the direct stake-holders, but unless the cities realise the importance of the survival of the tiger and the forests and their role in the economic cycle, no campaign will ever have the desired effect. We expect the campaign to inspire more people to come forward and take up the issue," said Ravi Singh, CEO, WWF India.
   

The website lists several shocking facts about the tiger. It reminds you that though around 40,000 tigers roamed the forests at the turn of the last century, there are just 1,411 tigers left in India. And that 2009 was the worst year for tigers in India, with 86 deaths reported. Seventeen out of the 37 tiger sanctuaries are on the verge of losing their tiger population.
   

It appeals to people to join the campaign through social networking sites and spread the message about the imminent extinction of tigers. “While we need to develop sustainable alternatives for people living in forest areas, the rest need to play a part by putting pressure on the administration. They are important for they can make the authorities act," added Singh.
   

“Save Our Tigers" also aims to shake NGOs and decision-makers into action. “By stirring up emotions, we hope to make people educate themselves about the threat to tigers and look for ways they can contribute to help save the animal," said Amin Ahmed, senior communications manager, WWF.
   

The two aspects which the campaign could help to draw attention, according to WWF, were forest protection and the need to check uncontrolled exploitation of forest resources. “For far too long, we have allowed our forests to be encroached upon for agriculture, timber and mineral extraction. This has to be stopped. Unless this can be done, we will soon have a figure that is even smaller than 1,411," said Singh.

 

CLARION CALL
Though around 40,000 tigers roamed the forests at the turn of the last century, there are just 1,411 tigers left in India2009 was the worst year for tigers in India, with 86 deaths reportedSeventeen out of the 37 tiger sanctuaries are on the verge of losing their tiger population‘Save Our Tigers' appeals to people to join the campaign through social networking sites and spread the message about the looming threat. It also aims to shake NGOs and decision-makers into action.