Our world is under threat like never before. The latest in WWF’s flagship research series, The

Living Planet Report, shows that global populations of vertebrate species have, on average,

declined in size by 60 per cent since 1970 – less than a lifetime. We are using the planet’s

resources faster than nature can restore itself.

And yet, this is either not understood by the mainstream or simply perceived as “a bit sad” -

rather than putting the future of life on Earth at serious risk. But, there is still time to reverse

this, if we act now.

In 2020, with key international decisions being made on environment, climate and sustainable

development, we have the potential to put the environment at the heart of our economic,

political and financial systems. This is an unmissable, one-off opportunity for world leaders to

take action for our planet and move us towards a better future that we can all benefit from

forever.

OUR PLANET. A global project to provoke the most important conversation of our time, giving

people the knowledge of what we must do to protect the home we all share. Producing a natural

history series was just the very beginning of the project, the aim then was to give people a place

to know more, arm them with the information to take action, share their learnings, and spread

the conversation around the world.

It was important that the tone of this project welcomed everyone and went beyond the series

to really understand the issues facing our planet. Everything in the project was delivered as

world-class content, but with a tone that was accessible and engaging for people of all ages.

Target audience: The target audience is “the somewhat carers” - a global audience who consume natural history documentaries and love nature - but don’t necessarily understand why nature matters, take action or support WWF or any other environment organisations. The other key audience is schools and educators.

Approach: No matter what part of the project someone came across, series episode, newspaper article, website share - it aimed to connect the person to the wider story and get them involved.

Data gathering: The objective of the site is not data gathering per se, but the ‘Voice’ section provides an easy way for a mainstream audience to “raise their hands” and let us know they care. It is a petition for people who don’t typically sign petitions. This section was launched at Davos 2019, with more than 100,000 voices added to date.

The project takes you on a journey with a range of tools: Complementary films to the series that

take viewers on deeper dives into the issues. The “explorable globe” - an interactive tool

allowing users to really “explore our planet” with incredible data visualisations that make the story

hit home. Also a “nature ID” app that helps children identify the natural world around them,

downloadable classroom resources and “live lessons” with Skype in the Classroom. Plus, a

series of CTA films encouraging people to switch to clean energy, reduce their meat consumption, buy good wood, buy sustainable fish and demand sustainable palm oil.

The series launched on 5th April. Ourplanet.com went live on the same day in five languages.

This is a long-term project and the site will be live as long as the series has viewers - with

Netflix, this could be indefinitely but a minimum of 5 years.

The series and website have only been live since 5th April, so results and impact are still being

calculated and measuring full impact will be a long-term game. In the first three weeks:

? 1.26million site visits

? Total site visitors: 890k unique users

? Total site page views: 2,139,728

? Total views of videos from ourplanet.com: 1,100,899

? Actions:

? 103k users to the explorable globe

? 100k ‘Voice’ sign ups (40k from site + Davos launch event + WWF promotion)

? 270k clicking through to WWF site to find out what they can do

? 12,215 clicks for our schools and youth products

? 5,343 downloads of Seek app

It’s still to early in the project to say what they are, but we can report that we have had

1.26 million visits to site and have a total of 100,000 ‘Voice’ sign ups in total.