The campaign film, created by integrated agency Kitcatt Nohr Alexander Shaw, aims to raise awareness of the plight of polar bears and the loss of their habitats and encourage supporters to adopt the animals.
It will be hosted on video sharing site YouTube and broadcast to the WWF’s existing supporter base, who are encouraged to share the film via email and social media sites.
The film shows “dramatic footage” of a polar bear and cub, slipping into the water and disappearing. The WWF says the emotional impact of the film is heightened by the soundtrack of the Ella Fitzgerald song “Every time we say goodbye”.
The polar bear ads follow campaigns focussing on the WWF’s panda and amur leopard adoption campaigns in September.
The WWF said in September it planned to ramp up its acquisition activity with a series of direct response television ads to encourage new supporters to adopt an animal.