Turtle launches #SAVELITTLESHELLY campaign

Men’s lifestyle brand Turtle has launched #SAVELITTLESHELLY campaign to support its on-going efforts to conserve the endangered species of Turtles. This year, the company has taken the campaign to a new height by celebrating the day, and the entire month through the ‘World Turtle Month Initiative’ and introducing little Shelly, the animated character through their newly launched campaign.

The campaign launched as a hashtag in social media is the story of Shelly, a baby turtle with a cute shell, making her journey from the nest to the sea, braving dangers that come on the way. A two minute YouTube film is divided into four stages. At the end of each stage, viewers are asked to help Shelly complete the next leg of her journey by donating. Every new stage of the film was released only after a certain amount of donation was gathered at the end of the previous stage. Curious viewers donated to see the four stages of the film that would finally launched on YouTube on ‘World Turtle Day’.

World Turtle Day, which falls on May 23, is dedicated to the salvation of these creatures as they play a very crucial role in maintaining the ecological balance. These turtles need to be nurtured since the time the eggs are hatched, till the turtles find their way to the sea. To build buzz around the campaign, the company posted several interesting posts and ads on social media and every Turtle shop in the country was speckled with posters that talked about the drive and the cause. Store merchandise were designed around Shelly and distributed to customers.