As owners of award-winning wildlife parks, Mandai’s vision is to inspire people to value and conserve biodiversity. As parents with young kids aged 4-10 are our core audience, the brand wanted to inspire the next generation to protect the earth.
This led to the inception of Ranger Buddies in October 2021, seeking to nurture every child into a responsible steward of our earth and to empower them to effect positive change for themselves, others and the world. The programme launched to encourage Ranger Buddies to make an impact in their everyday lives — taking on various missions at home, at the zoo, and even around the heartlands and malls all via a web app.
PROTOCOL was tasked to launch Ranger Buddies as a social media led campaign and drive sign-ups and utilisation of the web app.