WWF and All Response Media aim to send the UK wild with new awareness and fundraising initiative
Animal lovers and conservationists across the UK will be going wild tomorrow as part of a major new awareness and fundraising campaign by the World Wildlife Fund (WWF) which is attracting participation through a campaign planned and executed by London and Leeds-based customer acquisition experts, All Response Media (ARM).
The ‘Wear It Wild’ initiative, devised by WWF, invites people in schools, universities, businesses and a wide range of other organisations across the UK to dress ‘as wild as they dare’ in order to raise vital awareness of the rate at which wildlife is depleting globally.
ARM has been working with the WWF for the last five years and their acquisition campaign for ‘Wear It Wild’ Day saw the agency focus on search and display activity, aimed at school, universities and businesses to encourage sign-ups for the initiative, which has also seen special merchandise created and sold through the WWF’s website.
The acquisition campaign devised by ARM has been running during the last eight weeks and response to the campaign has seen impressive sign-ups to support the cause tomorrow. A ‘bold and punchy’ two-minute YouTube ad was also produced by WWF’s creative agency Naked, to further encourage participation.
At ARM the campaign has been headed up by group account director Lucy Oxley, who has also ‘invited’ her ARM colleagues to support the campaign by getting involved in their own fundraising activities during the day at the firm’s Leeds and London offices.
Oxley said: “With the ‘Wear It Wild’ campaign we have been working on search and display activity designed to deliver sign-ups to the event, mainly targeting schools and university students by utilising plasmas screens, web-banners, emails, and posters, as well as other organisations looking to run fundraising events. Many of the campaigns we’ve worked on for WWF over the past five years have given us the ability to really immerse ourselves in our client’s business, which is something we relish. For example ‘Earth Hour’, where we sat in the dark for an hour to create a focus on global climate change.
“The World Wildlife Fund is a charity the team at All Response Media not only works on, but also fully supports, with many of us donating regularly to what is a very important cause, safeguarding a critical list of endangered species across the planet. Plus I can’t wait to see what our team looks like on Friday!”
The WWF hopes that ‘Wear It Wild’ will become a major event in WWF’s annual calendar for schools, businesses and other organisations in the years ahead.
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