This campaign therefore works on two levels. Firstly, it tunes into our everyday apathy about the environment and shows the devastating effects of that apathy. Secondly 'Who cares ...?' becomes a rebranding message linked to the Panda logo: it's WWF who cares.

The call to action did not directly ask for donations. However a single donation from just one of the ads: 'Who cares if they cut down a few trees?', paid for the whole campaign.