If people don’t believe their donation can make a difference, they’re unlikely to dig deep.
Environmental campaigns often dramatise end-is-nigh facts. The apocalyptic statistics. But these can leave people feeling powerless, depressing response rather than driving it.
We needed to help WWF talk about climate change in a way that was right for their brand, and relevant to their audience. Our emotionally engaging campaign put animals like polar bears and tigers at the heart of the solution. We told beautiful, poignant stories. And made adopting one feel like a simple way to make a real difference.
Important climate change messages, softened by an endearing plush toy. We didn’t magnify the problem. We productised it.
It made giving £3 a month feel worthwhile. And it’s working. 56,000 animals were adopted within two years of launch, generating £2.58m first-year income.