WWF-UK has launched a series of DRTV campaigns as part of a major acquisition drive to encourage new supporters to adopt an animal. The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out in September.
Kitcatt Nohr was asked by WWF-UK to create a series of DRTV ads to acquire new supporters through its adoption programme. WWF’s adoption programme is extending to include new animals like the amur leopard in 2009 which will enable adopters to choose from ten animals including; the panda, polar bear, tiger and orang-utan to name a few.
The first 60 second DRTV ads to break, will support WWF’s panda and amur leopard adoption campaigns in September and October respectively. The two new ad executions will air on terrestrial and satellite TV channels including Channel 4, ITV 2, ITV 3, Nickelodeon, E4, Discovery and Sky Arts. Campaign media was planned and bought by media agency, Total Media.
The panda
The panda is an iconic animal for WWF, featuring in their logo since 1961 and its protection is an important focus for the charity. The panda DRTV ads focus on WWF’s aim to raise funds to conserve the endangered giant panda’s habitat and reduce deforestation to enable the giant panda and their cubs to continue to flourish.
The advert features a giant panda and her cub playing and feeding happily in the forest and communicates the idea that if we don’t act with urgency to protect the gentle panda and its shrinking habitat, future generations of cubs won’t survive.
The campaign’s DRTV ads will drive would-be adopters to: www.wildadoption.com or invite them to text or call WWF. Those who sign up to the programme are asked to donate a minimum of £3 a month. In return, they receive a comprehensive adoption pack which includes a soft toy, a fact booklet about the adopted animal and regular updates about WWF and the adopted animal over the course of the year.
Becki Jupp, Head of Acquisition at WWF-UK commented:
“Giant pandas are now very scarce across China with only 1,600 pandas remaining in the wild due to a decline in their forest habitat, one of our many aims is to increase panda habitat in the Minshan mountains of South East China by 2010. This DRTV campaign will help raise valuable funds to achieve this and other goals to preserve the panda population.”
Marc Nohr, Managing Partner at Kitcatt Nohr commenting on the campaign said; “We’ve created an emotionally appealing acquisition campaign which aims to attract new and existing donors to adopt a panda. We chose film footage of an adorable mother and baby panda cub to help grab the attention of busy housewives and their children while watching daytime TV.”
