Kitcatt Nohr Alexander Shaw has developed the creative strategy. The agency was briefed by WWF to develop an acquisition campaign to drive Amur leopard adoptions as part of WWF’s wild animal adoption programme.
WWF is asking people to show their support for the critically endangered leopard population by giving from £3 per month by adopting an Amur leopard.
The press advertising campaign will run in national and consumer press including The Sunday Times Magazine, Radio Times, BBC’s Countryfile, Thames Guardian and The Field. Media buying was handled by Total Media.
The press ads show repeated images of the face of a leopard gradually fading away until they disappear. The emotional impact of the press ads is heightened by the urgent question in the strapline “There are fewer than 35 Amur leopards left in the wild. How long before they disappear forever? Please adopt an Amur leopard today, while there’s still time.”
The press ads encourage people to visit the microsite at www.adoptaleopard.com or phone or text to adopt an Amur leopard.
Adoptees receive an adoption pack which includes a greeting card, a cuddly toy, and a print of a wild leopard, a fact booklet on the species, a personalised adoption certificate, and three updates a year. Upon signing up, adopters receive a link to an e-certificate that they can print or email.