‘Nature on their doorstep’: Why charity WWF decided to ‘think more like a brand’
In the top 1% of charity adverts ever tested by System1, the World Wildlife Fund is backing its out-of-home approach to bring its three-year campaign to life.
The World Wildlife Fund’s (WWF) latest out-of-home campaign has entered the top 1% of charity adverts ever tested by System1.
The advert from its ‘A Prescription for Nature’ campaign achieved a 5-star rating, compared to the industry average score for the third sector of 2.2 stars. Additionally, the campaign surpassed System1’s average star rating for OOH of 2.2 stars.
WWF’s director of strategic communications, brand and campaigns, Holly McKinlay, explains the advert – part of the charity’s strategy to inspire action from the public on nature – was created with a “simple”, but “positive” vision.
