WWF-UK launches digital subscription service

People that sign up the Amazing Planet scheme will receive monthly print literature including information and activities about the natural world, plus access to an app that augments the service

The Amazing Planet app
The Amazing Planet app

WWF-UK has launched a monthly subscription product aimed at families of children aged six to 11.

Subscribers pay £10 a month or an annual payment of £100 to join the scheme, which is called Amazing Planet and involves monthly mailings featuring information and fun activities about the natural world.

This print literature is supplemented by an app that uses augmented reality to allow subscribers to experience the information in more interactive ways.

"We know that young people really care about environmental issues and we hope that Amazing Planet will inspire a life-long passion for nature and wildlife, creating future advocates and change-makers who will join us on this monumental fight for our world," said Kerry Blackstock, director of relationship marketing at WWF-UK.

The creative agency Kids Industries worked with WWF-UK to develop the product, which can be bought on the charity's website.

At the end of the year, subscribers will be offered the chance to become WWF-UK donors.

A WWF-UK spokesman was unable to say how much the charity hoped the product would raise.

Subscription products are becoming more popular forms of fundraising in the voluntary sector.

For example, in May WaterAid launched a £10 monthly subscription service offering menstrual hygiene products.

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