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:
Dolphins in the City
WWF Guerrilla Donation Campaign
Trend Themes
1. Guerrilla Donation Campaigns - Opportunity to create innovative and attention-grabbing campaigns that encourage donations for relevant causes using unconventional marketing tactics.
2. Leveraging High Profile Locations - Opportunity to utilize prominent and visible locations to raise awareness and engage audiences in impactful ways.
3. Mobile Donation Technology - Opportunity to leverage text messaging and mobile technology to facilitate convenient and easy donations for charitable causes.
Industry Implications
1. Nonprofit Organizations - Opportunity for nonprofit organizations to create impactful donation campaigns and gain increased support for their causes.
2. Marketing and Advertising - Opportunity for marketing and advertising agencies to develop creative and attention-grabbing campaigns that generate awareness and drive donations.
3. Mobile Technology - Opportunity for mobile technology companies to develop innovative donation platforms and solutions to facilitate seamless and convenient mobile donations.