WWF-UK is launching a TV campaign to promote its “adopt a polar bear” scheme and raise awareness of its work to combat climate change. The campaign aims to highlight the struggle for survival of polar bears in the wild.
Two direct response TV ads have been created by Kitcatt Nohr Alexander Shaw and will air on December 22. It will target existing and prospective WWF supporters with an interest in animals and the environment.
The winter activity specifically focuses on encouraging new supporters to adopt a polar bear and features the message: “Are you ready to say goodbye?”
WWF re-introduced the use of DRTV in September after a three-year break from air. The ads will run on satellite channels such as ITV2, Nickelodeon, UKTV Documentary, Dave, Watch, E4, CITV and Boomerang, as well as terrestrial channels ITV Grampian and Channel 4.
Becki Jupp,WWF-UK head of supporter acquisition says: “Our aim is to persuade existing and new supporters to adopt a polar bear either for themselves or as a gift and raise awareness of WWF’s polar bear and climate change conservation work. We believe the re-introduction of DRTV to our media schedules will help WWF recruit new supporters and allows us to test different activities.”