WWF New Zealand: The Last 55

This case study describes a zero media budget campaign from WWF, an animal charity, aimed at highlighting the bad situation of the Maui dolphin in New Zealand in order to raise global awareness of its risks of extinction.

WWF New Zealand: The Last 55

Agency: Geometry Global New ZealandClient: World Wide Fund for Nature New Zealand

Summary statement

We are down to the last 55 Maui's dolphins left in the world and they live only in New Zealand. It is our responsibility to save them. To help save them from disappearing off the face of the earth, we had to urgently raise awareness of their dwindling numbers. Our campaign contextualized this miniscule number and made people experience extinction on a personal level. By the end of the campaign, we had successfully raised...

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