Communication · ROOTS PR
1600 Pandas Malaysia: Harmonious Conservation
A travelling army of paper pandas, placed across Malaysia to spark a conversation about protecting nature.
- 1,600 Paper pandas
- RM 16M+ PR value
The Challenge
A world tour, made local.
The 1600 Pandas World Tour, paper-mache pandas created by WWF since 2008 to spotlight panda conservation, arrived in Malaysia in 2015. The opportunity: use the exhibition to showcase Malaysia’s cultural diversity and natural environment, and start a conversation about protecting it.
The Solution
1,600 pandas, nationwide.
The strategy placed 1,600 paper pandas across prominent urban and provincial locations throughout Peninsular Malaysia, framing the nation as culturally plural and capable of a balanced coexistence with nature, and prompting dialogue about protecting ecosystems for future generations.
The Impact
A conversation that carried.
The tour generated over RM 16 million in PR-value impressions, with hundreds of print and video publications tracking it nationally, and raised public understanding that giant pandas are critically endangered, and that people can build sustainable relationships with wildlife.
1,600 paper pandas, and a national conversation about coexistence.
