Poaching has surged during the pandemic, with the decline in tourism presenting ample opportunity for illegal hunters to enter the parks unnoticed. Samsung’s Wildlife Watch is a two-month live stream campaign calling for the public to ‘Take the Watch’ in the fight against poaching and become virtual rangers. The video content provides live footage of the Balule Nature Reserve, part of Kruger National Park.

Viewers can alert rangers if they see any signs of animals in distress or danger. The interactive campaign boots consumer relationships with the brand, as they feel involved in the initiative for positive change. The average viewing time is twenty-six minutes, says Braun and since launching at the beginning of March, viewers have seen elephants, monkeys and lions among other wildlife, live from the African bush.

The campaign fits with Samsung’s corporate aim to use technology for good. The South Korean tech giant originally began as manufacturer of noodles when there wasn’t enough food available after the war, says Braun. The next move was to build fans and refrigerators, to help people cope in humid Korean summers. “All of that came out of a necessity of doing good and helping people which is still part of the brand's DNA,” adds Braun.

Wildlife Watch not only aims to help animals but also to aid the rangers working to protect them. The campaign is running in partnership with African technology pioneer Africam, whose project for profit model supports the Black Mamba Anti-Poaching Unit, an all-female troop using non-violent methods to prevent poaching in South Africa.

The campaign builds on Samsung’s corporate reputation as a force for social change, as even after the live-stream ends, the Black Mamba troops will be able to use the handsets to help complete their daily tasks. The cameras can send high quality images, even in low light or night mode, back to the base as evidence to investigate poaching activity.

Speaking on the challenges faced by the Black Mamba troops, Braun says, "They've got all of this area to protect, which is impossible. So we thought, let's see what we can do - technology for good. We partnered with the rangers and gave them all an upcycled Samsung phone. We also gave them devices to put into poaching hotspots where they know illegal activity going on."

Upcycling of technology is a huge part of this campaign and it aligns with Samsung’s commitment to support sustainable development. "We are active partners of the United Nations Development Programme and one of the clauses in there covers the sustainability, protection and development of land and people," says Braun. The upcycling programme aims to tackle sustainability, lengthen product lifecycles and reduce waste.  Samsung handsets are also being redeployed as CCTV cameras for perimeter fences.

Samsung is working to demonstrate its efforts to improve sustainability within the business. Braun says, “We've always been looking and doing things on upcycling, and that's really important, so during Covid-19 we actually gave loads of kits to schools, schools that were desperate to get laptops and tablets and phones.” Samsung also provided upcycled kit to Covid-19 patients in hospitals during the first wave of lockdown, so that they could connect with family safely.

The innovative live-stream campaign will run during the final months of national lockdowns in the UK, while people are at home and responding to digital campaigns more than traditional advertising. “People watch more streaming than linear broadcast TV. We also consume a lot of social media and digital content now, so that is where we need to be,” says Braun.

This campaign combines sustainable development and social causes to engage with consumers and enhance Samsung’s reputation as a force for positive change, “You have to reflect and see what else you can do for good,” adds Braun.

International DJ, Peggy Gou, championed the project and featured in the video campaign highlighting the rising risk of poachers. Showcasing the work of the Black Mamba troops, the video calls for viewers to join Gou and watch the live stream from the comfort of their homes.

Wildlife Watch is streaming until 2 May 2021 from widlife-watch.com