The Campaign

WWF is known for addressing the big environmental issues facing humanity as a whole. It is often hard for people to see how they can play a part in helping solve these bigger than life problems. In order to make WWF’s core message more relatable to Australian target audience we brought it into their everyday lives by creating natural alternatives to products Australians use everyday. Made on behalf of WWF, the just* range features common ingredients that can easily replace more wasteful and chemically heavy products. just* was available at markets, so people could immediately start switching to natural alternatives. People could also get just* in return for sharing their experience on social media to encourage more people to go natural. A website featured ‘how to’ demonstration videos, encouraging people to share their own sustainable alternatives. Specially designed interactive billboards with live just dispensers roamed Sydney, distributing natural everyday alternatives.

Success of the Campaign

A fresh, new approach that has successfully engaged participants to actively change their own consuming behaviour for the better. Our simple but powerful message grabbed people’s imagination and just* was featured by various media outlets across the country and worldwide. Results in first 2 weeks: $550,000+ earned media coverage Campaign reach of over 23 million people 18 million media impressions. Over 11,000 visits to our market stores in 4 days 73,000 organic social interactions 100% positive sentiment 800kg of alternative product distributed The campaign has been so well received that WWF-Australia are looking to rollout the campaign internationally across their global network.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started by creating a range of natural alternatives to mass-produced everyday products to help people rethink how they consume and reduce their ecological footprint. just* was launched with a PR event on Sydney Harbour foreshore showcasing the full range of just* products. We then made just* available at local markets where we educated people how easy it is to make the switch to more sustainable shopping. Social media became a currency with products given to those who shared our message. Ad-shells placed around shopping centers even dispensed just* ingredients so people could start trying them straight away. To keep the conversation alive a microsite featured 12 how to videos and encouraged people to share their own ideas for additional sustainable alternatives through social media.

In 2014 WWF’s Living-Planet-Report revealed that Australia has one of the world’s largest ecological footprints per capita. If the rest of the world lived like we do, the regenerative capacity of 3.6 earths is needed to sustain our demands on nature. But there are often simpler and more natural alternatives to many everyday products that would help reduce the negative impact we have on our environment. Products everyone’s familiar with, we just needed to educate people about them. So in order to create awareness for these natural alternatives we created our own range of sustainable products for WWF called just*.