World Wide Fund for Nature was founded in 1961, working on reducing humanity`s footprint on the environment ever since. Now WWF has over 5 million supporters around the world, however there could be many more if we could get the younger audience to think about climate change and their impact. Unfortunately, millennials do not feel connected to the issue because it doesn't concern them personally. After conducting focus group with young people aged 18 -25, we uncovered that the main reason they don`t take part in green movement is because they aren`t getting rewarded for it in any way. To tackle this problem, we created WWF application where through means of gamification members get rewarded for doing 'green' tasks every day (WWF Challenge) and rebranded environmental activism as act of heroism.
Client: WWF
Audience: Females and males aged 18-25
Issue: Millennials do not feel connected to environmental issues because they aren`t concerning them personally.
Message: YOU can become the hero of our planet and get rewarded for it.
Platforms: Twitter, Facebook, Instagram. Deliverables: Mobile application/ User-generated content for #wwfchallenge.
Timeline: Phase 1 - Promotion of the app across WWF social media channels
Phase 2 - App launch
Phase 3 - Users share their 'green' tasks completed for #wwfchallenge via all 3 platforms
The sharable gamification elements of our app (the WWF challenge), alongside the ease with which users can sign up to and share on social media volunteering projects, petitions and events all work together to entertain, inform, challenge and reach out to this younger demographic.
Sitemap of WWF application
Project Tags
Companies
University of The Arts London (UAL)
- Design
WWF
- Charity