WWF – Properly Positioning WWF Canada

Research shows that Canadians are very concerned about environmental issues, but that many also saw the WWF as a distant second to Greenpeace with regards to relevance in this area.
Agency: DraftFCB

WWF – Properly Positioning WWF-Canada

Silver: Not for Profit


Business Results Period (Continuous Months): July 2005-June 2007 (FY'06 + FY'07)Start of Advertising/Communication Effort: July 15th, 2005 (Beginning of FY'06)Base Period for Comparison: July 2004 – June 2005 (FY'05)

There are few, if any, Environmental Conservation organizations with the scientific credentials of WWF-Canada; and no organizations come close to matching WWF-Canada's conservation accomplishments.

Yet by 2004, after operating for more than 35 years in Canada, and having preserved over 1.5 million acres of environmentally sensitive spaces, WWF-Canada was at a crossroads. Revenue...

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