WWF Italy, a reference point for the protection of endangered species on the planet and the preservation of the environment, launches its Christmas campaign, aiming at the remote adoptions of endangered species.

The campaign’s purpose is to shed light on a topic of vital importance to the ecosystem and raise funds for its conservation, among a target of young people.

The contribution doubles out as the perfect Christmas gift for those which we love. And those who love cute little fluff-balls like koalas and panda bears.

Why? A plushy, fluffy, cutie replica of the animal whose adoption has been gifted, is included with the donation.

All over the world, social media are the place for connections. They are the space where people can get in touch, especially when circumstances force them to keep physical distances.

But there is more. If we think about our Instagram or Facebook feeds, we can see they are packed with photos of pandas, koala bears, polar bears. Apparently, the more this species risks extinction, the more they spread all over social media. This is because people share these contents to get in contact with their loved ones.

Starting from this insight, we came up with the main idea for WWF Italy 2020 Christmas campaign. We decided to disrupt the usually happy, care-free tone and visual code of Social Media hype with a message of urgency: Likes alone won’t save animals. Share some TRUE love for Christmas.

The campaign was aimed at creating awareness and encouraging the adoptions of endangered species among a 20-35 years-old target.

This audience is particularly active on social media and familiar with their tone of voice and visual code, spending an average of 2 hours a day on social media platforms.

For this reason, to approach the target in the most effective way, we decided to communicate the adoption starting right from a digital video launch.

The results were great: 54,66% of the new customers who decided to contribute with a donation belonged to the campaign target.

The "Share some true Love" Christmas campaign starts from a digital film launch lasting 30". The video is aimed to involve an audience of young people with the same tone of voice and visual code that is popular on social networks.

The video has been launched on the main social media platforms, frequently used by the target: Facebook, YouTube and Instagram, with a 15" cut.

Together with the film, a display campaign and a radio campaign were created.