# Dolphins in the City WWF Guerrilla Donation Campaign By mediterranean | Published 2008-07-19 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/guerrilla-donation-campaigns-wwf-dolphins References: [adsoftheworld](http://adsoftheworld.com/media/ambient/wwf_stop?size=_original) When Maui's dolphin population hit an alarmingly low number of only 111, [WWF](https://www.trendhunter.com/trends/native-plant) 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](https://www.trendhunter.com/trends/more-ball-games) 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: ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 46% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### 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. ## Related on Trend Hunter - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Manatee-Spotlighting 3D Billboard Displays](https://www.trendhunter.com/trends/west-indian-manatee.md) - [Billboard-Transformed Tent Shelters](https://www.trendhunter.com/trends/lifesaving-outdoors.md) - [Visual Museum Campaigns](https://www.trendhunter.com/trends/museum-campaign.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Nature-Connected Lifestyle Campaigns](https://www.trendhunter.com/trends/go-wild.md) - [Outdoor Ecosystem Campaigns](https://www.trendhunter.com/trends/vital-ground-foundation.md) - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md)