The WWF is repositioning itself to reflect the work it does on global environmental issues in its biggest marketing campaign to date.
The charity, formerly known as the World Wildlife Fund, is renowned for its efforts to protect endangered species, but is now focusing on the wider problems of climate change and deforestation in a campaign that launches on October 31.
“Reduce” is the biggest and longest running campaign the charity has produced and will include press, poster and radio work created by DDB London, and a WWAV Rapp Collins-created direct marketing campaign.
The media planning and buying will be through WWAV Rapp Collins Media.
The ads, which feature “reduced” images of deforestation and carbon emissions and the strapline “for a living planet”, will direct supporters to a dedicated area of the charity’s website. The campaign is “carbon neutral” in that the charity will invest in a scheme to provide solar power to homes in Southern India to offset the CO2 emissions created by producing the campaign.
WWF head of marketing communications Giles Robertson says “We believe it is important to focus on solutions rather than problems, and feel that this campaign successfully reflects that approach,” he adds.