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Hate to Protect

Award: Graphite Pencil

Graphite Pencil / Entertainment / Creative Use of Budget / 2022

Award: Wood Pencil

Wood Pencil / Entertainment / User Participation

Award: Shortlist

Shortlist / Digital / User Participation

When it comes to travel destinations, 95% of travellers consult reviews on the internet and 84% trust them. To protect endangered places from the influx of tourism, Guides Tao made them undesirable on online review platforms by posting hundreds of negative reviews. The reviews also redirected tourists to sustainable destinations. Users were invited to contribute negative reviews and suggestions for places to protect on HateToProtect.com.

What did the judges have to say?

"This is the kind of work that would make people jealous. It is so simple and smart of using just a human insight. And it doesn't cost a lot to make."

Brian Ma, Executive Creative Director, TBWA\Media Arts Lab Shanghai