WWF embarks on major new campaign

Conservation group WWF has launched its biggest-ever marketing campaign this week, focusing on the issues of climate change and deforestation. The ‘Reduce’ campaign will include advertising and a series of events over a month-long period, designed to ‘reposition’ the WWF’s brand.

Research by the WWF has revealed that there are some 8m people in the UK who currently have serious concerns about the state of the environment, but do not believe that the work of any NGOs can help solve the problems. The group is looking to attract these people by investigating the impact of environmental messages on the public, and see whether they are prepared to support the organisation through such messages.

"The campaign goes way beyond just advertising or marketing. It will provide WWF with a completely new communications language for talking about the environment,” said Giles Roberston, WWF Head of Marketing Communications. "We believe that it is important to focus on solutions rather than problems and feel that this campaign successfully reflects that approach."

Emer Stamp from DDB London's creative team said: "Charity advertising often tends to show negative imagery. We thought it would have a great impact to flip that around and show the positive effect WWF has on the environment."