Focus: Campaign of the week - WWF wrestles with climate change

Georgina Lock,

If everyone on the planet were to consume natural resources and generate carbon dioxide at the rate we do in the UK, we'd need three planets to support us.

This is one of the reasons behind WWF's latest marketing campaign, which aims to get people involved and interested in environmental issues.

Climate change and deforestation are the two critical environmental issues at the core of the Reduce campaign. It is being being trialled in Birmingham this month to see how receptive people are to the organisation's environmental messages. One of the posters, pictured above, reduces the size of a logger in relation to a tree, emphasising the importance of trees to safeguarding the planet's future.

The integrated campaign is part of WWF's attempt to reposition itself as a charity that tackles global environmental issues. Should it prove successful, it is likely to be extended to the rest of the country.

The campaign follows research showing that more than eight million people in the UK are concerned about the environment but do not believe any organisations can help solve the problem.

WWF is using this campaign to show its audience that it holds the solutions and to see if people are receptive to their messages.

Giles Robertson, head of marketing communications at WWF, said: "It is important to focus on solutions rather than problems, and we feel this campaign successfully reflects that approach."

Working with direct marketing specialists WWAV Rapp Collins and advertising agency DDB, the charity has developed adverts and mailings describing how it works to reduce the problems connected with climate change and deforestation.

Throughout the campaign, there will be a series of print and broadcast advertisements, billboards, leaflets, street events, city surveys, radio competitions and direct mailing. The posters aim to show how WWF can help reduce mankind's harmful impact on the environment.

The caption says "Help us reduce deforestation" and encourages people to ask questions and visit a specially developed website, at The site contains information on campaigning and how to help the planet.

The mailshot will be sent to 170,000 people. It uses the same look and feel as the posters and is also designed to recruit new members.

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