This brief was set for the D&AD New Blood 2016 Awards.

Brief

How can WWF turn their members into the world's most active global conservation community? How can they modernise their membership and enable their existing supporter base to become more active? Design an innovative membership offering to galvanise existing members to action and drive the recruitment of new ones.

The Final Outcome

The new membership would involve a partnership between WWF and Waitrose, a supermarket retailer selling a wide variety of carefully selected products. Waitrose also sell a wide range of organic produce. Through my research, I learned that most organic food is produces in a more environmentally friendly way. This is due to no pesticides of chemicals being used, which helps the environment.

The new WWF membership uses the purchasing of organic food in Waitrose to allow their customers to become WWF members. For every ten organic items bought per month, the customer can register and become a WWF member free of charge. What's more, depending on the price of the organic product bought, money will be donated to WWF when the customer purchases it. Due to the varying cost of organic products, there are six different donation levels - these are communicated through different visual patterns displayed in the supermarket.

For this campaign, I've designed six patterns to represent the six different donation levels, point of sale pieces to be displayed next to the organic products, leaflets to give out in store, recyclable paper bags for the customers' shopping and product stickers relating to the donation level. These elements would all work together across the store, reminding customers of the campaign and how easy it is to get involved.

Special thanks to Waitrose Rushden for allowing me to take photos in their branch.