Ampara Silvestre / Brazil / 2025Social · Digital & Tech
Ban This Profile.
Brazilian wildlife charity Ampara Silvestre created 150 fake Instagram accounts of cute 'pet' wild animals and asked people to report them, teaching the algorithm to bury that kind of content.
- Brand
- Ampara Silvestre
- Agency
- Edelman
- Market
- Brazil
- Region
- Global
- Year
- 2025
The challenge
Social media fuels demand for wild animals as pets, and Brazil's illegal wildlife trade takes tens of millions of animals a year. Going after traffickers directly wasn't working, so the campaign targeted the audience and the feed.
The idea
Edelman built 150 profiles with more than 1,500 AI-generated posts that looked like popular wildlife-pet content. Influencers and the charity's own channels asked followers to report them, and every report trained Instagram to suppress similar posts.
Results
- According to The Drum Awards entry, all 150 profiles and 1,500 posts were banned.
- The entry reports a 92% drop in views of wild-animal videos over 10–16 April 2025 against the same week a year earlier.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Social Media 2025 Gold (Use of Data and Insights)
- The Drum Awards for Social Media 2025 Gold (Use of Platforms (TikTok, IG, etc))
Credits
- Creative agency
- Edelman
