Nature loss affects us all in ways we may not even realise. From the food to drink, entertainment to travel; the impacts of nature loss know no limit.

Whilst recent data published by EIU demonstrate that over the last 5 years, sustainability-related searches have risen by over 70%, and nature-focused tweets have increased 65%, we also know that only ~15% of the global population are aware of the issues.

With that in mind, the campaign's primary objective was to break outside the environmentalism echo-chamber and introduce the topic of nature loss (the risks associated with it) to a broader audience and, in turn, to drive that audience to speak up on social media and take action that drives nature higher up the global agenda.

The idea was simple. For a single day, brands around the world removed nature from their logos in their social profile images to inspire a global conversation around the loss of nature.

This social stunt reached millions of people via the most powerful influencers of all: the brands they know, love and trust.

For the first time in its 60-year history, WWF removed the iconic panda from their logo and asked other brands and sports teams to do the same. Hundreds of famous brands around the globe took up the challenge and also removed symbols of nature from their logos; highlighting how empty a world without nature would be.

These included Aston Villa, West Bromwich Albion, Wolves, Twitter, Hootsuite, PG Tips, Dove and Brewdog, GymShark, Famous Grouse, Carlsberg, Leon and many others.

The campaign was supported through PR and featured in national newspapers, global media and TV coverage.

The approach was to create instant affinity with the cause by borrowing the trust and credibility of other brands.

The target audiences were:

1. Brands (primarily focusing on those that were likely to appeal personally to their customer base, including food, sports and entertainment industries)

2. General public (followers of brands channels, focusing on those outside the "environmental echo-chamber")

Twitter was selected as the primary delivery channel for the campaign due to the breadth of its audience demographics and open platform which would allow for rapid reach and cut-through. Supplementary reach activity was also planned via Facebook, LinkedIn and Instagram.

We opted to run the campaign on World Wildlife Day as we anticipated this would provide additional relevance to the topic, and allow us to ride on the back of pre-planned activity by other organisations.

The campaign was timed to take place on World Wildlife Day (3rd March) to piggyback on expected activity that day; however it was only green-lit in January; allowing only a short timeline for delivery (under two months).

We worked with WWF, and a handful of their partner NGOs, to build by-in with brands ahead of launch, contacting brand managers in target organisations, through email and social media; utilising existing relationships and partnerships. We also worked with Twitter who provide a branded hashtag and ad grant.

A user-generated content competition was also developed for the public to participate. This was used as another route to encourage brands and teams to take part (which in turn generate even greater conversation and reach).

The campaign was launched through Twitter with supporting content posted via Linkedin, Instagram and Facebook. Media uptake allowed us to reach over 486 MILLION people in less that 24hrs.

Social accounts of over 250 brands, NGOs, sports teams and governments took part, including: Hootsuite, Carlsberg, Kraft Peanut Butter, Brewdog, Famous Grouse, PG Tips, Dove, Lime, Aston Villa, AS Roma, Minnesota United, UK Embassies, GymShark, The Economist, Pocoyo, Wolves FC, Leon Restaurants, COP26, and many more

Over a 24hr period the campaign achieved:

- 294.2 million Twitter impressions:

- Reached over 54.2 million individuals on Twitter

- Achieved 490 News and media articles (including features by Yahoo News, The Daily Mail online, ESPN.com, Sky Sports TV)

As hoped, the campaign activity sparked conversation by users across social media:

- over 15k mentions on Twitter

- ~8k mentioned on Facebook

- 4.5k instagram posts

Influencers in over 15 countries also joined the conversation including Greta Thunberg.

The #WorldWithoutNature campaign hashtag trended in at least 10 markets incl. the UK, Germany, USA and Canada.