In this digital age of technology and social networking, modern day youths are increasingly glued to their laptops and mobile phones, which is why WWF cleverly decided to utilize a social networking site as a medium to educate people on endangered animals.
The World Wildlife Fund for Nature has teamed up with creative agency Hungry Boys and Russian social networking site Odnoklassniki to create a campaign titled ‘Rare Page,’ as a way to educate users on the continuing plight of endangered animals. Since people often spend hours upon hours surfing the web, what better way to inform a massive audience about this serious issue than by incorporating the information into a social platform? This ‘Rare Page’ campaign, which provides stats on the types of animals at risk in Russia, pops up on the Odnoklassniki site anytime a user inputs an incorrect or invalid search. While ordinarily a 404 page or error message would come up, a page about endangered animals and their risk of extinction would appear instead, urging viewers to donate to the cause.
This imaginative campaign creatively draws a correlation between an ordinary 404 'Not Found’ message and the fact that these animals are dangerously close to being gone or ‘Not Found’ in reality as well. The campaign effectively utilizes a popular social platform to target users in a very modern and social manner.