Building public belief in the possibility of a better future.

WWF South Africa sought to build credibility and grow awareness of their brand and work. Our job was essentially to get people to recognise and trust them. We realised quickly that people don’t just need hope, but proof that their hope is well-placed. In a world of greenwashing and false promises, they need hard evidence; to see that a better future is possible because people and organisations like WWF South Africa are working every day to build one – and succeeding.

We crafted a campaign showcasing WWF South Africa’s significant project successes across six domains. Each story in the campaign outlines the positive environmental impact of one of these projects, aiming to build trust, which in turn would become belief in possibility, and ultimately lead to change – in mindset and behaviour.

We wanted to reach people where they already are: on social media, watching TV, on the commute, and in the spare moments of their day when they look at their devices. Conveniently, given the nature of most of these platforms and the content people are often exposed to on them, they’re where messages of hope are most needed and most impactful

Design and creative direction by the wonderful network that is North.