Clients > World Wildlife Fund (WWF)

The overarching goal of this long-term PlowShare client is to boost interest and membership in World Wildlife Fund (WWF). Our marketing strategy for this non-profit organization supports the development of advertising that celebrates the beauty of nature, while recognizing the fragile status of endangered species and their habitats. Tactically, the campaign uses TV, print, radio and out-of-home public service advertising to offer respondents a free action kit as a means of getting them actively involved in the social cause of protecting the environment. Importantly, a majority of individuals who order the action kit by phone or email are likely to become WWF (dues-paying) members.

The yield ratio is quite high. The campaign has exceeded all expectations in terms of the amount of donated PSA inventory generated, as well as increased numbers of prospective WWF members. PlowShare’s public service advertising is credited with increasing phone calls and web hits fourfold.