How does nature impact our daily lives? It keeps the lights on, feeds our families, and provides clean water for us to drink. So when we care for nature, we care for you. Watch this with someone you care about.
The World Wide Fund for Nature (WWF), the world’s leading independent conservation organisation, is reawakening the relevance of the brand to South Africans with the launch of a new integrated brand campaign, For Nature. For You.
“This campaign brings people into the centre of our communication. Our work has always focused on bringing people and nature together but this hasn’t always been properly understood,” says Dr Morné du Plessis, CEO at WWF South Africa. “With this campaign we wanted to highlight the interconnectedness of people and nature and how we all depend on a healthy natural environment for our wellbeing.
“There is no easy way to get people to rally behind the cause but this is the beginning of an exciting journey for us and our agency partners,” du Plessis explains. “We are aiming to shift people’s understanding of the WWF they think they know, to one that they want to support.”
Kayli Levitan, Creative Group Head at M&C Saatchi Abel, the ad agency tasked with developing the brand campaign, explains: “The campaign idea is based on a core insight that with so many socio-economic issues facing South Africans, the environment is not always top of mind for many people, particularly those of us who live in urban areas.
“We needed to find a way to reframe the brand message to show how vital the relationship is and that caring about the environment also encompasses caring for people,” she says. “It was therefore an obvious choice to shoot the adverts in locations that not only show South Africa’s natural beauty, but also its close proximity to the lives of everyday South Africans.”
View the new advert here:
The integrated campaign includes a brand TV commercial, with the idea extending into radio, out-of-home, and print media, amplification via a full PR roll-out, experiential activations, media partners and a digital campaign. The partners bringing this campaign to life include: M&C Saatchi Abel, Made, Tin Can PR, AndPeople and Mediology.
“In our 50th anniversary year it is important that we look ahead to what we need and want to achieve in the next 50 years,” says du Plessis. “We have enjoyed incredible support from our members, trustees, corporate partners and government and all South Africans can continue to make a difference.”
He adds: “There is no better time than now. We only have one planet, yet the natural resources that provide clean water, energy and nutritious food currently go far beyond what the environment is able to provide. A better future and a better world are only possible when these natural resources are nurtured for the benefit of all.
“Our message is simple, by supporting WWF we can take care of nature, in order to ultimately take care of you and your family,” he says. “We have received great support from media companies, with the campaign kicking off on BBC’s much anticipated new Blue Planet II, a great brand fit and hugely exciting.”
WWF will also enjoy the generous support of other media partners to roll-out this campaign in 2018. They include: DStv, Primedia Broadcasting, LeadSA, SABC, Yfm, Caxton Magazines, Associated Media, Media24, Cinemark and Posterscope.
For more information or to act now visit the newly updated website: wwf.org.za
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