When Maui's dolphin population hit an alarmingly low number of only 111, WWF had to act fast. They wanted to raise awareness about this terrible fact before a crucial parliament vote could take place in Australia.
Saatchi & Saatchi New Zealand came to the rescue with a brilliant campaign. In the weeks leading to the vote, life-sized Maui dolphins started appearing trapped on high profile fences all over Auckland. They even made an appearance on a fence right across the parliament.
The campaign encouraged people to donate money for the cause by texting STOP to a number. It received huge amounts of coverage from both TV and the press, helping spread awareness about the topic.
The campaign was created with executive creative director Mike O Sullivan, art director Ant Hatton, copywriter Robbie Brammall, and photographer Stephen Langdon.
Check out more recent WWF campaigns:
Key Themes Behind This Trend
- Guerrilla Donation Campaigns
- Opportunity to create innovative and attention-grabbing campaigns that encourage donations for relevant causes using unconventional marketing tactics.
- Leveraging High Profile Locations
- Opportunity to utilize prominent and visible locations to raise awareness and engage audiences in impactful ways.
- Mobile Donation Technology
- Opportunity to leverage text messaging and mobile technology to facilitate convenient and easy donations for charitable causes.
Where This Applies
- Nonprofit Organizations
- Opportunity for nonprofit organizations to create impactful donation campaigns and gain increased support for their causes.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to develop creative and attention-grabbing campaigns that generate awareness and drive donations.
- Mobile Technology
- Opportunity for mobile technology companies to develop innovative donation platforms and solutions to facilitate seamless and convenient mobile donations.
