WWF Non-Profit Campaign

Giving a voice to those who need it

CAMPAIGN

The goal was to create a fresh, new campaign that followed branding guidelines from a pre-existing non-profit, and create collateral that implemented the non-profit’s branding seamlessly. I landed my sights on WWF, as they produce very impactful marketing campaigns to further promote their goal of having a happier and healthier planet. Programs used were Adobe Illustrator, InDesign as well as Photoshop.

This phase contained most of my research - which was getting to know WWF inside and out, along with their branding guidelines and previous campaigns. I wanted to delve deep into their past campaigns, and exactly what made them so successful. I knew that my campaign idea had to not only fall in line with WWF’s mission, but incorporate the style of ‘emotional storytelling’ that WWF does so well.

My research narrowed down into being a local walk-a-thon, allowing for more inclusion than a standard marathon. I knew I wanted to really play into the community-feel, and use the emotional storytelling aspect to urge viewers to not only attend the walkathon, but to do their part within the community to help threatened or endangered animals within their area.

Diving deep into the world of WWF

Research Phase

Given that the non-profit campaign centres more personally around your own community, I wanted to place my adverts where I would gain the most possible outreach. With that in mind, I had decided that the most effective campaign collateral would be a printed mailer that you would get in your mailbox, as well as bus stop ads. The bus station ads help to target a wide array of people - those who use public transit, those stuck in traffic, those who live nearby or simply those just walking by the sign. Displaying the advert in a place that was located outdoors more than indoors was important, as it falls closer in line to the event. The mailers would help to target those who may not see the bus ad, as it will be sent to every mailbox.

Getting familiar with the furry friends

Ideation

Execution

Test, refine, and test again

The execution phase was truly where I started seeing the life within my work, as well as the displayed wildlife finding it’s own voice in the process as well. Some refinement stages were needed to iron out typography related tweaks, as well as some imagery swapping to ensure the best resolution.

Final Outcome

The final outcome left be with designs that I was truly very happy with. All collateral feels true to the WWF brand, as close attention was payed to maintaining branding guideline standards. The subjects of each piece features animals that are native to the Ottawa area, a brief explanation on how/why they have become threatened/endangered, helping to pull in more of the community feeling. The final pieces carry just the right amount of emotional impact to urge viewers to participate in the walkathon, and future endeavours with WWF.