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About us

There's more to WWF than pandas and tigers…

We’re well known for our pioneering work to save and protect iconic wildlife like pandastigerswhales and rhinos - and we’ve had some great achievements in those areas since we started in 1961.

But that’s only part of the story.

Women, members of a WWF supported project, on a plantation in Mambele, East province, Cameroon

Our ultimate goal has always been “people living in harmony with nature” - so we're about respecting and valuing the natural world and finding ways to share the Earth’s resources fairly.

To achieve that, we spend a lot of time working with communities, with politicians and with businesses too. Most of the threats to wildlife and habitats come from human pressures and increasing demand for food, fuel or water.

Bigger impacts

To address these threats to the natural world we’ve set ourselves ambitious targets on six ‘big wins’. We’ll meet these, and other key challenges, by 2018.


Young Sumatran tiger cub

Wildlife restored

Populations of 10 of the world’s most iconic and threatened species are safeguarded.
Our focus is on tigers and other species in Asia: Amur and snow leopards, Javan rhinos, orang-utans, freshwater dolphins and porpoises, and giant pandas. Elsewhere we support black rhinos and polar bears.

© BBC Blue Planet

Forests and oceans sustained

There’s a significant increase in the area of forests and oceans effectively managed and protected.
Millions of hectares of forest habitats will be maintained in the eastern Himalayas, east Africa and the Amazon. In the oceans, we’re focusing on: tuna fisheries in the Pacific and western Indian oceans; the polar regions; and the seas around the UK and Europe.

river © WWF-UK

Rivers flowing

Four of the world’s great rivers – the Yangtze, Mekong, Ganges and Amazon – have secured or improved flows, and UK rivers are restored.
We'll influence policies on dam building, as well as river basin management plans with diverse stakeholders including those using British chalk-streams.

Rainforest © WWF-Canon / Alain COMPOST

Sustainable timber and seafood traded

Timber and seafood sectors in the UK are radically changed.
This builds on our work with retailers and wholesalers to ensure sustainable trade, based on sustainable production and supported by sustainable consumption – so that natural resources are maintained and even restored.

wind turbine

Carbon emissions reduced

We’ve worked in coalitions to shift energy policy and reduce carbon emissions sufficiently to avoid catastrophic impacts of climate change.
We’ll continue to press for strong climate targets and work with the WWF Network to reduce carbon emissions in major new economies.

A male Uganda Kob  in Virunga National Park, Democratic Republic of Congo.

Valuing nature

We’ve ensured that the true values of nature are reflected in political
and economic decision-making in our priority places. This will support sustainable development by integrating the value of environmental resources and biodiversity into national polices, and relating this to decisions on landscape planning.

You can read more about our strategy here

How you can help

Adopting a wild animal - for yourself or as a gift, a 'remote' adoption is easy, fun and makes a closer connection with your chosen species.

Giving money to WWF - you can join up as a WWF member, or make a one-off donation, or even arrange to leave a gift in your will. (Find out how we spend your donations here.)

Campaigning with us
-  have a look through our past campaigns to see how something as simple as signing an e-petition can change the world for the better - or better still, take action now

Changing how you live
- this can include saving energy at home or at work, choosing low-carbon, renewable sources of fuel, making different choices about our travel, shopping and eating habits...

Other action - including sponsored runs or other events, a great Go Wild club for the kids, or lots of other ways you can get involved and help our work...

Find out more about WWF - our history, our principles, our ambassadors and trustees, our plans for the future... and anything else you might want to know

A snapshot of our wonderful world...

WWF isn't just about saving endangered animals. We care about how all life on Earth shares our unique planet. For our 50th anniversary we made this stunning short film celebrating the beauty, fragility and resilience of the natural world - and the people whose lives depend on it. It's a snapshot - or more accurately hundreds of snapshots, spectacularly brought to life before your eyes - that shows the breadth of our work across the planet.

WWF publications

WWF-UK Strategy 2013-18

WWF-UK Annual Review 2012

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Sign up to Earth Hour 2014

Picture a world...
where people and nature thrive

WWF isn't just about saving endangered animals. We care about how all life on Earth shares our unique planet. This short film celebrates the beauty, fragility and resilience of the natural world - and the people whose lives depend on it. (Click on 'full-screen' arrows to get the big picture!)

Our Address

The Living Planet Centre
Rufford House
Brewery Road
Surrey, GU21 4LL

t: 01483 426444 (main switchboard)
t: 01483 426333 (supporter and information enquiries)
f: 01483 426409

Other WWF-UK offices


A charity registered in England (number 1081247) and in Scotland (number SC039593); and a company limited by guarantee - registered in England (number 4016725).

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