Hate to Protect
Award: Graphite Pencil
Graphite Pencil / Entertainment / Creative Use of Budget / 2022
Award: Wood Pencil
Wood Pencil / Entertainment / User Participation
Award: Shortlist
Shortlist / Digital / User Participation
When it comes to travel destinations, 95% of travellers consult reviews on the internet and 84% trust them. To protect endangered places from the influx of tourism, Guides Tao made them undesirable on online review platforms by posting hundreds of negative reviews. The reviews also redirected tourists to sustainable destinations. Users were invited to contribute negative reviews and suggestions for places to protect on HateToProtect.com.
What did the judges have to say?
"This is the kind of work that would make people jealous. It is so simple and smart of using just a human insight. And it doesn't cost a lot to make."
Brian Ma, Executive Creative Director, TBWA\Media Arts Lab Shanghai