With increasing concerns around climate change, there is a growing need for effective communication strategies that bridge the gap between environmental advocacy and everyday consumer behavior. The challenge for those designing the communication lies in making distant ecological concerns immediately relevant to individuals whose primary interactions with nature might be limited to city parks or houseplants. To do so effectively, The Hindu Group partnered with Ogilvy Bengaluru to create ‘The Last Pack’.
‘The Last Pack’ strives to make wildlife conservation more relevant to everyday consumers. It draws a direct connection between wildlife conservation and food items found in almost every household, effectively bringing the often abstract concept of biodiversity loss into kitchens and dining tables. The campaign urges readers to ‘Be the #VoiceOfTheWild’.
Suresh Balakrishna, Chief Revenue Officer of The Hindu Group, explains, “We believe that conservation isn't just about saving wildlife — it’s about preserving the everyday essentials we often take for granted. ‘The Last Pack’ is a powerful reminder that what vanishes from our ecosystem could soon vanish from our lives.”
“As stewards of information and action, we are committed to driving conversations that inspire responsibility, sustainability, and collective change,” he adds.
“What happens in the wild does not stay in the wild,” the campaign states prominently, emphasising how ecological disruptions eventually affect the food on our plates. It features a series of visuals showcasing how wildlife extinction could lead to the disappearance of common food items like coffee, mango juice, basmati rice, pepper, and potato chips. Each creative connects these everyday items to the wildlife species responsible for their production, such as honeybees serving as crucial pollinators and seed dispersers.
Puneet Kapoor, Chief Creative Officer, South - Ogilvy Bangalore, further shares insights into the creative thought behind the campaign: “Humanity intrinsically cares about nature, yet decades of ‘save the wildlife’ messaging have dulled our sense of urgency, pushing concern into the background. We know that harm to nature is harm to us, but the connection feels distant — abstract rather than immediate — until it’s too late.”
“An impactful idea must shatter this illusion. The loss of a distant habitat is not just an isolated tragedy; it ripples into our lives, affecting the food we eat, the air we breathe, and our very survival. When we recognise this truth, caring is no longer a choice — it becomes a necessity,” he adds.
Running across print and digital platforms, the campaign appeared in several The Hindu and The Hindu Business Line editions. While the print creatives were text-heavy and detailed, their digital adapts had shorter, crisper copy, supported by captions. According to the team behind the campaign, it has been well-received by the readers, who have shown interest in knowing how they can contribute to the cause. In the campaign's second phase, the team will extend its narrative to address how consumers can contribute to conservation efforts.
Earlier in 2022, The Hindu notably ran ‘The Other Obituary’ to highlight how flora and fauna fall prey to human inconsideration and cruelty. With a series of obits, the paper urged readers to mourn for the plants who don’t have a voice. These wildlife conservation campaigns are a part of The Hindu Group’s initiative ‘Care. Community. Conversation.’ — launched in 2020 to focus on important topics that should be discussed more.
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