Hate to Protect: How TBWA\Paris Turned Negative Press into Positive Change — American Advertising Federation at illinois

Travelers all over the world are planning trips for the holiday season. With Covid-19 restrictions easing up around the world, tourism has been steadily booming. It is projected to further grow. It is estimated that by 2023 there will be over 1.5 billion tourists. As tourism grows, the threat to our natural environments increases.

Tao Guides, the first French travel company committed to sustainable tourism, encourages travelers to plan their trips while prioritizing the planet and its inhabitants. The
“Hate to Protect” campaign, led by TBWA\Paris, promotes negative reviews on popular natural travel spots, like jungles, in hopes of steering away potential tourists and traffic.

Here “haters” can leave a negative review on their website, hatetoprotect.com, for various fragile ecosystems. Then, the company takes the negative reviews and posts them to other travel recommendation sites. So when tourists begin to plan their trips, they will see the negative press and avoid the endangered travel spots. Their goal is to show how “undesirable” these destinations are and protect the environment and endemic species from irreversible damage tourists may cause.

However, TBWA\Paris is aware of the economic and human impact of their campaign. To address this, they strategically select destinations to recommend to travelers that are free of economic activity. This way, natives are not negatively impacted in trade and employment, or are dependent on a tourist economy This is especially important considering the effects Covid-19 had on various regions and continues to affect.

Not only is Tao Guides redirecting potential tourists from these delicate destinations, while protecting natives, they recommend neighboring alternatives that are more environmentally friendly. Tao Guides recommends sustainable destinations in France, Thailand, Vietnam, Colombia, Peru, and Portugal.

So as the year comes to an end, consider environmental sustainability and ethical tourism while planning your holiday vacation. And for those that are planning on staying home over break, remember: you can make an impact, too! Donate Hate: Hate to Protect