Campaign
Development
From concept to campaign
The Challenge
in a world full of high-profile critical issues how can an established eco-brand create a sense of urgency that’s authentic, compelling, and fresh?
The Solution
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 idea? That Nature Needs Us Now.
They wanted people to see the natural world as essential to human life—to use our innate sense of self-preservation as leverage to show people the urgency before us, by sharing compelling statistics about nature and how essential it is to our lives.
I dove in and found the most compelling statistics I could, playing around with phrasing along the way.
For instance… I found the stat that 50% of worldwide oxygen comes from phytoplankton and kelp. And that’s cool! But then 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.
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 wrote in their signature visual assets, and knowing that the research and writing I contributed at the beginning helped give them a solid launching point to make it all work.