Client: Ampara
In Brazil, millions of wild animals are trafficked each year—many because of social media. Cute, humanised wildlife content drives desire, which drives illegal demand. To fight back, Ampara Silvestre created BAN THIS PROFILE, a campaign designed to be banned. We created 150 Instagram profiles with over 1,500 digitally generated posts mimicking popular exotic pet content, and asked people to report them. As the algorithm responded, it reduced visibility of similar posts—even real and legal ones. With zero media investment, the campaign reached millions, changed behaviour, and turned social media’s own mechanics into a tool for wildlife protection.
