On the surface, WWF’s brief seemed straightforward: come up with a 50th anniversary poster campaign to raise awareness of the charity and encourage people to get involved. But for us, the brief raised a deeper question: how come more people weren’t getting involved with the charity in the first place? Our research suggested that WWF needed something more ambitious: an integrated campaign that would make the brand feel more accessible, relevant and motivating.
To remove the barriers stopping people getting involved with WWF, we needed to make the brand feel more relevant, human and accessible. Our campaign switches the focus from animals to people, and from big conservation issues to simple actions that everyone can do to help. The campaign revolved around an online Hub, which made it easy for people to support WWF’s campaigns and causes and tell all their friends about it.
Since its launch, the Panda Made Me Do It has inspired thousands of actions, the slogan has appeared on everything from T-shirts to wrist bands, and the buzz keeps growing.