If people don’t believe a donation can make a difference, they’re unlikely to dig deep.
Environmental campaigns often dramatise the end-is-nigh facts. The apocalyptic statistics. But these can leave people feeling powerless, depressing response rather than driving it.
Our emotionally engaging campaign put animals like polar bears and tigers at the heart of the solution. We told beautiful, poignant stories. And made adopting one feel like a simple way to make a real difference. Important climate change messages, softened by an endearing plush toy.
We didn’t magnify the problem. We productised it.
It made giving £3 a month feel worthwhile. And it worked.
WWF / Kitcatt Nohr
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