WWF - Activate a Global Conservation Community

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D&AD New Blood Awards

The Brief: How can WWF turn their members into the world's most active global conservation community? Design an innovative membership offering to galvanise existing members to action and to drive the recreuitment of new ones.

Target Audience: Global- Should target both existing WWF members and potential new ones. The core target audience is 25-40 year olds but the concept should also appeal to 16-25 year olds.

WWF work to reduce humanity's footprint on the earth, and one way to do this is to reduce your carbon footprint. A great way to reduce your co2 emissions is to eat organic, locally sourced produce. My survey suggested that people avoid buying organic/local food because it's too expensive.

The Idea

I have created a campaign where WWF would partner up with supermarkets to make eco friendly produce cheaper for their paying members. The discount would make organic/locally sourced produce the same price as non organic/local produce. By doing this, the consumer will choose the better option conscientiously, making them feel like they're doing better by the environment. Members will accumulate points with every 'good' purchase that they can then spend or donate back to the WWF.

'The Panda Made Me Go Organic' Campaign

Posters displayed throughout the supermarket, raising awareness of the campaign. This campaign makes members purchase organic produce.

The campaign could change on a monthly basis where the discount changes making members change their shopping habbits to reduce their carbon footprint.

'The Panda Made Me Go Local' Campaign
This campaign would make members purchase locally sourced produce rather than produce that has travelled the globe to reach them- thus reducing their carbon footprint.

'The Panda Made Me Go Veggie' Campaign

This campaign offers discounts on vegetarian options which reduces members carbon footprint.

How the shelves would look in participating supermarkets. Organic bananas are priced at £1.20, but Bamboo Card holders pay 80p - the same price as non organic bananas.

If both organic and non organic produce cost the same, people are more likely to pick the option that is better for the environment.

Bamboo Card: A card that WWF members who pay a full, monthly subscription will receive. WWF would become partners with supermarkets to give discounts off organic food, making them the same price as regular, non-organic produce. For every "good" purchase of organic/local produce, members will accumulate points. Members can either spend their points on further discounts or donate them back to the charity to a cause of their choice.

Bamboo Lite: A membership for people who can't afford to pay monthly subscriptions but want to help the environment. These members don't receive discounts off organic produce but can accumulate points by purchasing "good" produce at supermarkets and volunteering at WWF fundraising events.

The Bamboo App

Members have their own profile that shows how many points they have accumulated through eco friendly purchases/fund raising events they've attended. Here they can also see where they accumulated the points (in store/fundraising) and how they've spent them.

Members can spend or donate their points through the app.

Spending Points - Members can trade their points for discounts at eco friendly stores or on eco freindly products.

Donating Points - Members can donate their points back to the WWF by choosing a cause that they would like to support, i.e protecting endangered snow leopards.

I used an element of gamification in the app where members go up levels with the more points they accumulate through volunteer work and eco purchases. Members begin as panda cubs and eventually grow into adult pandas. Members can see how many points they have in comparisson to other members through a leaderboard, making them want to accumulate more points than their fellow members.