WWF ramps up acquisition activity

Wed, 2 Sep 2009 | By Russell Parsons

The direct response ads showcase WWF’s adoption programme, which has been extended to ten animals this year.

The first two to break will support WWF’s panda and amur leopard adoption campaigns.

The former spot features a giant panda and her cub playing and feeding in a forest and calls for urgent action to protect the animal and its habitat from extinction.

The panda is an iconic animal for WWF and has featured in its logo since 1961.

Prospective adopters are driven to a microsite and invited to call or text WWF. Those who sign up receive a pack that includes a fact booklet about the adopted animal.

Ads will air on terrestrial and satellite channels including Channel 4 and ITV2.

The campaign was created by Kitcatt Nohr Alexander Shaw with media planning and buying handled by Total Media.