WWF-UK: 'Reduce' - WWF's major new marketing campaign
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'Reduce' - WWF's major new marketing campaign
Monday 31 October 2005
This November (2005), WWF launches its biggest marketing campaign.
The 'Reduce' campaign will focus on two critical environmental issues, climate change and deforestation and will include substantial integrated messaging from advertising, online, PR, events and direct marketing. The month long 'carbon neutral' campaign based in Birmingham is designed to reposition the WWF brand to reflect its work on global environmental issues.
For over 45 years, WWF has been recognised as a credible and trustworthy organisation working to protect endangered species. Whilst much of their work continues to involve the survival of wildlife, the focus of the organisation is to stop the degradation of the planet's natural environment, and to build a future in which humans live in harmony with nature.
The new 'Reduce' campaign will investigate if people are receptive to environmental messages from WWF and more importantly, still prepared to support the organisation through environmental messages.
Research also indicates that there are over eight million men and women from the UK who are concerned about the environment but do not believe there are any organisations that can help solve the problems. WWF want to appeal to that audience and demonstrate that they have the solutions they are looking for.
Giles Roberston, WWF Head of Marketing Communications said: "The campaign goes way beyond just advertising or marketing. It will provide WWF with a completely new communications language for talking about the environment.
"We believe that it is important to focus on solutions rather than problems and feel that this campaign successfully reflects that approach."
Working with the largest direct marketing specialists in the world WWAV Rapp Collins London and DDB London, the UK's most effective advertising agency, WWF has developed clear and simple ads and mailings describing how they are working to reduce the problems connected with climate change and deforestation.
The eye-catching ads produced by DDB London, show how WWF can help reduce mankind's harmful impact on the environment. In one execution, we see a beautiful tree in a rainforest with a logger, who is attempting to chop it down, drastically shrunk in size. The caption says, 'Help us Reduce Deforestation' and is designed to encourage people to ask questions and visit a specially developed website, dedicated to the campaign.
Emer Stamp from DDB London's creative team said: "Charity advertising often tends to show negative imagery. We thought it would have a great impact to flip that around and show the positive effect WWF has on the environment."
In addition, the mailer, produced by WWAV Rapp Collins London, will be sent to 170,000 new people using the same look-and-feel as the posters and designed to help work in recruiting new members.
The campaign starts on the 31 October and during the month of November, there will be a series of print and broadcast advertising, billboards, leaflets, street events, city surveys, radio competitions and direct mailing.
For over 45 years, WWF has been recognised as a credible and trustworthy organisation working to protect endangered species. Whilst much of their work continues to involve the survival of wildlife, the focus of the organisation is to stop the degradation of the planet's natural environment, and to build a future in which humans live in harmony with nature.
The new 'Reduce' campaign will investigate if people are receptive to environmental messages from WWF and more importantly, still prepared to support the organisation through environmental messages.
Research also indicates that there are over eight million men and women from the UK who are concerned about the environment but do not believe there are any organisations that can help solve the problems. WWF want to appeal to that audience and demonstrate that they have the solutions they are looking for.
Giles Roberston, WWF Head of Marketing Communications said: "The campaign goes way beyond just advertising or marketing. It will provide WWF with a completely new communications language for talking about the environment.
"We believe that it is important to focus on solutions rather than problems and feel that this campaign successfully reflects that approach."
Working with the largest direct marketing specialists in the world WWAV Rapp Collins London and DDB London, the UK's most effective advertising agency, WWF has developed clear and simple ads and mailings describing how they are working to reduce the problems connected with climate change and deforestation.
The eye-catching ads produced by DDB London, show how WWF can help reduce mankind's harmful impact on the environment. In one execution, we see a beautiful tree in a rainforest with a logger, who is attempting to chop it down, drastically shrunk in size. The caption says, 'Help us Reduce Deforestation' and is designed to encourage people to ask questions and visit a specially developed website, dedicated to the campaign.
Emer Stamp from DDB London's creative team said: "Charity advertising often tends to show negative imagery. We thought it would have a great impact to flip that around and show the positive effect WWF has on the environment."
In addition, the mailer, produced by WWAV Rapp Collins London, will be sent to 170,000 new people using the same look-and-feel as the posters and designed to help work in recruiting new members.
The campaign starts on the 31 October and during the month of November, there will be a series of print and broadcast advertising, billboards, leaflets, street events, city surveys, radio competitions and direct mailing.
