The Drum Awards for Marketing - Entry Deadline

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Agency: McCann
Client: MasterCard
Date: Jun 2021
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With 150 species going extinct every day, the human-caused ongoing sixth mass extinction could see as much as 10% loss every decade.

To get its customers engaged with the fact one million animal and plant species are presently at risk of extinction, Mastercard has partnered with Conservation International, to create 'The Wildlife Impact Card' program.

Created by McCann, the awareness campaign utilises the Mastercard expiry date as a tool to show users the species that could be potentially extinct by the time the card expires, such as the black-and-white ruffed lemur, the African forest elephant or the Sunda pangolin.

The campaign encourages card users to take action, enabling them to make donations to help protect habitats, while $1 from every card will be donated to Conservation International.

“As a company committed to fostering a sustainable future for all, we believe an important aspect of that is to protect Critically Endangered species and the habitats in which they live,” said Raja Rajamannar, chief marketing and communications officer, Mastercard.

“Through our strong partnership with Conservation International, one of the world’s leading conservation organizations, we’ve created a way to connect consumers to their passion for wildlife and the natural world, enabling them to contribute and make an impact.

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