Our creative strategy highlights the reality of just how close some animals are to extinction by using the familiarity of video recording something you want to see again!To engage our audience we first lull them into a sense of security, enjoying the animals at play. We then show the footage again and start to unsettle them by prompting viewers to record the footage so they can remind themselves in the future what these animals look like!This emotional engagement is quickly translated into a rational call-to-action to make a difference through adopting an animal now.

The mailing was hugely successful at generating cash - almost double our target! We managed to increase the typical average gift received by £2.48 to £19.50 and achieved response rates of just over 7%. We also succeeded in raising the profile of WWF - it was a PR gift in terms of generating public interest! The impact was such that we received calls from the police, customs and excise and the donors. Thus enabling us to generate incremental PR about why we had adopted such a provocative and challenging approach - coverage which helped our communications spend go further.