Campaign
Development
From concept to well-researched, developed campaign
The Challenge
WWF came to me with a strong concept and a few examples in mind for a new global campaign, and asked me to help flesh it out for further design / proof of concept.
The Solution
In order to create a fresh sense of urgency in a noisy world, WWF needed to position the natural world as essential to human life.
The idea? That Nature Needs Us Now.
I dove in and found most compelling research statistics I could, playing around with phrasing along the way, to keep humanity at the center.
Of course, the headlines also needed to be evidence-based and clear.
For instance… I found the replicable stat that 50% of worldwide oxygen comes from phytoplankton and kelp. And that’s cool! But then shifting the subject and delivering it as “Without ocean life, we’d lose 50% of the air we breathe” really ups the urgency, and keeps humans centered in a way that speaks directly to our basest survival instincts.
I produced a body of compelling headlines and supportive evidence for development, with careful attention to source material and academic rigor.
Results
The Nature Needs Us Now campaign has been a huge success for WWF, gaining notoriety as a fresh approach from a steady brand, and—most importantly—driving fundraising totals to new heights.
I can’t take credit for their awesome concept, but I love seeing some of the headlines I drafted and knowing that the research and writing I contributed at the beginning helped shape some of the content and give them a solid launching point to make it all work.
