The campaign was created by Kitcatt Nohr Alexander Shaw and rolls out later this month.
The direct mail push will aim to raise funds for the charity’s Ruaha River Appeal. It will encourage WWF supporters, adopters and existing regular gift givers to donate a one off sum to raise funds to help conserve the water supply for local communities, elephants and other wildlife in Tanzania.
The creative focuses on the idea that by just adding water back into the Ruaha river elephants and their calves will have a better chance for survival. It features the strapline “To save a baby elephant…Just add water”.
The mailpack includes a letter, brochure and set of postcards which outlines the solution to the man-made problem.
Linda Moses Campaign Manager, WWF-UK says: “Our solution to the water shortage is to get to the root of the problem by persuading local rice farmers that their crop yield will increase by up to 50% from less not more water.”
Last December, WWF-UK launched a TV campaign to promote its adopt a polar bear scheme and raise awareness of its work to combat climate change.