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Ad of the Day: Mastercard repurposes card expiry as potential wildlife ‘extinction date’

Mastercard has partnered with Conservation International to create ‘The Wildlife Impact Card’ program

With 150 species going extinct every day, the human-caused ongoing sixth mass extinction could see as much as a 10% loss every decade.

To get its customers engaged with the fact 1 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 utilizes the Mastercard gift card expiry dates 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.”

You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

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