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How WWF created the greenest advertising campaign

How WWF created the greenest advertising campaign

This advertising campaign captured the hearts’ of web users. View the campaign video in full here.


Residents of Hungary are able donate 1% of their tax to any charity organisation. WWF Hungary’s task was to firmly place their organisation in the fore-front of peoples’ minds.


In order to stand out from the crowd and claim eligiblility for their tax donations, WWF had to create a campaign that also implicitly promoted their core values of nature conservation and environmental concern. Their main objective was to minimise waste in all areas. Accordingly, keeping paper quantity as low as possible was essential.


WWF printed their message - 1% of tax is donateable to charity organisations - on to just one leaflet. Next, in an act that remained true to their trademark logo, they recruited two willing panda-dressed volunteers.

The volunteers were planted in a shopping mall, one each at the upper and lower ends of the escalator. Panda one then gave the leaflet to a consumer travelling up the escalator, who once they had read the leaflet then passed it on to Panda two when they reached the top. The process was then reversed with consumers travelling back down the escalator.

This innovative interactive campaigning meant that there were no binned leaflets, and the message was engaged with entirely.

The day was recorded and circulated around journalists and bloggers, before becoming a global viral hit.


Before long the video had reached 285, 142 people worldwide, remarkably using virtually no media spending save one leaflet and two volunteers.

WWF reaffirm that one day, if every one can use media in such an environmentally conscious and effective way, then it has achieved its main goal.

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