Background

As the world’s leading conservation organisation, WWF works in nearly 100 countries. They collaborate with people around the world to develop and deliver innovative solutions that protect communities, wildlife, and the places in which they live.

Challenge

Create a campaign pitch for WWF that presents a new marketing approach inspired by an existing advertisement. The campaign should include strategic extensions across multiple Integrated Marketing Communications (IMC) channels, ensuring alignment with WWF’s vision and mission. Develop a cohesive, cross-platform campaign that resonates with WWF’s target audience and leverages various media to maximize impact and engagement.

Solution

We developed the campaign, "Sharks Are Friends, Not Food," which raises awareness about the cruelty of shark finning and advocates for shark protection. It features three impactful posters showing sharks in consumption scenarios, with bold text and simple backgrounds that focus on the message: "Sharks Are Friends, Not Food." These visuals aim to evoke emotion and highlight the importance of sharks in our ecosystem.

We employed a multichannel approach, utilising Instagram, Facebook, billboards, and email marketing to reach diverse audiences.