Medium and message: WWF

WWF is hoping to reach a wider audience after teaming up with online mapping tool Google Earth.

Google Earth provides satellite imagery of anywhere in the world and then enables users to zoom in close enough to pick out details such as individual buildings and cars. The partnership with conservation organisation WWF means that geographical locations and descriptions of more than 150 WWF projects from around the world are shown on the website. These include projects involving species conservation and climate change issues. Google Earth will also include a link to WWF's international website, www.panda.org.

"Google Earth has been downloaded more than 200 million times, and many of its users would not usually be visitors to our international website," says a spokeswoman for WWF. "We hope that what they see on Google Earth will lead them to have a longer-term interest in WWF's work."

WWF hopes that people who learn about its conservation efforts on the site will become supporters of the charity and make changes in their own lives to help conserve the planet's resources.

"This is a great opportunity for people in the UK, who might not realise that WWF is an international network, to find out about the wide range of projects we are involved with around the world," says the spokeswoman. "Because WWF-UK funds many of these projects, it is also a useful tool for existing members to see how their support is making a difference."

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