Brief Explanation

People are most vulnerable to public service messages for a few minutes after they see it. Then the many distractions of day-to-day life take over. We wanted to deliver our message in a way that had more lasting value than a print ad or a tv commercial. The simple design on a daily use item like a greeting card served as an effective and dramatic way to remind people often of our message.

The Brief

WWF believes that animals that are born free should live free. The objective was to increase awareness that conservation is better than cages.

How the final design was conceived

Since we believe that conservation is better than cages, we would like to imagine a world in which animals roamed free in their natural habitat. So we came up with a design that symbolised an animal behind the bars of a cage. One of the bars, however, was an elastic band. People needed to move the elastic band to open their card. This served as a dramatic, yet constant reminder, of our message. This also made the users feel as if they had the power to change the situation. It showed that each person can make a difference.

Indication of how successful the outcome was in the market

WWF lovers used the collateral materials themselves and also gifted them to friends & relatives. This resulted in the message being spread to a large group of people, many of whom expressed a desire to help (both monetarily and with their time) in conservation efforts.