The campaign by The Body Shop Canada aims to help endangered species find love and protect forests against exploitation and poaching.
The Body Shop has rolled out a new ‘gorilla’ marketing push on dating app, Tinder, to introduce its Bio-Bridges programme dedicated to helping endangered species find love. Reggie, a Red Shanked Douc monkey from Vietnam, is featured as he looks for his ‘primate’ or at least someone DTMA (down to monkey around).
The movement works to restore wildlife corridors within damaged landscapes, and helps endangered species to reconnect, enabling them to breed and thrive. The brand giant aims to regenerate 75 million square metres of forest by 2020—and protect against exploitation, poaching, and unsustainable harvesting.
From the pet mascot’s profile, users can learn more about said platform. The Canadian-led conservation project is based in north-central Vietnam’s Khe Nuoc Trong Forest where Reggie lives. He is on the International Union for Conservation of Nature red list of endangered species.
The Tinder placement runs in conjunction with an in-store and online campaign titled Help Reggie Find Love. The effort allows customers to support the programme. Every purchase made at The Body Shop between July and September will fund one square metre of rainforest via Bio-Bridge.
“The Bio-Bridges program is an important component of our Enrich Not Exploit Commitment, the first stage in our ultimate aim to become the world’s most ethical and truly sustainable global business,” said Toby Milton, General Manager of The Body Shop Canada.
According to him, the Tinder campaign is a fun way to reach a new audience, create awareness amongst Canadians around the marque’s global sustainability initiatives, and shows customers how they can get involved. For further information, supporters can visit the campaign’s dedicated website.