Brief Explanation

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. To spread WWF’s message we created just* a range of natural alternatives to many everyday products that would help reduce our negative impact on the environment. In doing so our packaging became a core part of our media, educating people to think about how they consume, while encouraging them to explore WWF’s alternatives.

Results and Effectiveness

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.

Creative Execution

Based off our insight, the media team made it clear that traditional advertising wouldn’t reach our target. So we created a product range to educate people, making the products themselves the cornerstone of our media. just* was available at markets, so people could immediately start switching to natural alternatives. To increase our reach people could also pick up just* in return for sharing their experience on social-media. Specially designed interactive billboards with live just* dispensers roamed Sydney, distributing natural everyday alternatives. A website featured ‘how to’ demonstration videos, encouraging people to share their own sustainable alternatives through social-media.

Insights, Strategy and the Idea

As the world's largest conservation organization WWF is known for addressing the big environmental issues humanity faces as a whole. But it is often hard for people to see how they as individuals can play a part in helping solving these bigger than life problems. So in order to make WWF’s core message more relatable to our Australian target audience we brought it into their everyday life by creating a range of natural alternatives to products Australians use everyday. They would become central to an integrated campaign championing a more sustainable approach to living.