Existing products research

Existing Products Research

Hannah Woollaston

WWF Campaign Research

WWF Rainforest Campaign

• WWF’s Rainforest Campaign began in 1991 and was called WWF 95+, but in 2003 it was re-launched as WWF-UK Forest & Trade Network their goal remained the same as in 1991 though, this was to have companies dedicated to using timber products that come only from credibly certified, well-managed forests. (In 1995 the name is changed to the WWF 95+ Group.) By the end of 2003 the Group had grown to 60 organizations. This is not their only rainforest campaign, they have recently produced a new one which is simply called their ‘Forest Campaign’. And this is more concerned with the effect deforestation is having on animals, which Is why I am looking at the campaign In particular as my existing products research as this is the aspect I am looking at covering in my campaign.

• WWF have produced a string of posters to go with this campaign along with a dedicated page on the website, they also use social networks extensively to promote this campaign.

• On the next slide I have shown screenshots of the website for the ‘Forest Campaign’.

WWF Rainforest Campaign Continued…Website Screenshots Analysis

This is screenshot taken as the first thing you see as you open the page. This first thing you see is ‘Stop forests being erased’- this is a very powerful sentence and the image used behind looks as if pictures of trees have been rubbed out, this accompanies the powerful text well and is shocking for the audience straight away- it is also very engaging because of this.

The text below on the website is positioned central on the page and starts with a powerful sentence: ‘Every two seconds an area of forest the size of a football pitch is destroyed.’ this immediately grabs the audiences attention.

Also the colours they have chosen to use related to the theme of the campaign well, for example they have used green for the main colours which obviously relates to the fact is about saving the rainforests. However they have also highlighted main facts in the text in orange, this makes it stand out against the rest of text which is effective in conveying the main points of the campaign to the audience.


In this section of the page, the audience can choose to sign up to help WWF with their campaign, WWF have designed this that the audience are given plenty of incentives to want to sign up, for example it includes a live number that changes every time someone signs up. The background also includes the names of people that have signed up and where in the world they are from. This encourages the audience to sign up so they can feel proud that they have done it and contributed to helping, it is also satisfying for the audience to think they have done their bit.

They have also used #saveforests to link this online website part of the campaign with their twitter, they have done this in the hope that it will get more people talking about the campaign and the issue itself.


This part of the website includes powerful imagery and links to their social networks so the audience can find out more about the campaign.

Another powerful caption over the image makes the website more effective in making the audience want to do more and act on their concern.


After explaining to the audience about deforestation and what is happening, the website then shows the audience some of the effects it is having, for example this a screenshot of the ‘How wildlife is affected’ section of the page. This was the particular part I was interested in looking at as I am thinking of basing my campaign on the affect deforestation is having on animals.

WWF have made this section affective by using large images to grab the audience’s attention and they also provide information on how deforestation is affecting each of the species they show.

WWF have also cleverly, placed a link underneath to take people back up the page where they can sign up. This is good because if the audience read on and decide they want to sign up and reading more about deforestation they can find where to sign up easily.

WWF Rainforest Campaign Continued…Poster Analysis

This poster was part of a campaign set up by WWF, when looking through the results of my survey a lot of people said that posters are one of the most crucial parts of any campaign, and someone mentioned this poster to be something which stuck in their mind after seeing it.

This image has been created to look like the ‘lungs of the world’ with a chunk of it missing this is to convey to the audience that if we don’t find a sustainable way chopping trees down then we will struggle without our rainforests. This way the image has been created with lots of empty grass around it could suggest to the audience that trees were there before but have been chopped down.

Rainforest Rescue Campaign Research

Rainforest Rescue Campaign Research

• Rainforest Rescue was founded in 1986 when compared with WWF which I have also researched, rainforest rescue is more focused on just rainforest issues and the issues caused by deforestation, such as climate change and animal extinction.

• “Rainforest Rescue is a non-profit organization actively committed to preserving rainforests, protecting their inhabitants, and furthering social reforms. Since 1986, we have been interfering with the business interests of timber and cattle barons, oil and mining companies, Western banks and corrupt politicians.” their view is that they all stand to make quick profits from the destruction of rainforests, while nomads, rubber tappers, indigenous tribes and small farmers are robbed of their livelihoods.

• Rainforest Rescue has also worked with Sky to help widen their target audience to people who have Sky, therefore helping to raise awareness of the issue and their campaign.

Rainforest Rescue Campaign Continued…Website Screenshot Analysis

When compared with WWF’s website, this is a lot plainer, however they do feature a big image to appeal to the audience.

They also have an introduction at the top which provides the audience with information on what the page will be about and draws them in to read on.

They also include a topics bar on the left which gives their audience chance to browse the other issues within deforestation, this will help to inform and educate their audience to hopefully make them want to donate to them.

Rainforest Rescue Campaign Continued…Website Screenshot Analysis

Also when compared with WWF, they have a lot more written information and a lot of the page is taken up with long paragraphs. It could be argued that this isn’t a good thing as the audience is likely to switch off and not take in the information.

However, this part of the page is also good because it has key facts and shocking information in bold to drawn in the audience and shock them into helping the organisation.

They have also included links to their social media sites which is a good and effective idea as it helps to make the organisation more well known.

Rainforest Rescue Campaign Continued…Poster Analysis

Rainforest Rescue have produced some of the most effective and hard-hitting posters to do with stopping deforestation.

This poster, has a powerful tagline which accompanies the powerful image. The tagline uses a short sentence and makes people think about the other affects of deforestation- not just loosing trees.

The use of a lorry in the image shows how industrial deforestation is and how that clashes with nature and the rainforest.

The background of the image also shows the rainforest which is effective because it makes the audience think that’s where the animal and tree should be so it makes the issue stick in their heads.

Rainforest Rescue Campaign Continued…Poster Analysis

This is the second poster I found from Rainforest Rescue, it follows a similar house style to the forest one which I think is good because then the audience know it is related and it is more likely to stick in their head. This poster also includes a powerful image, the way the animal is still on the tree could connote to the audience how quickly deforestation is happening. They have also included their website on the poster in bold letters under their logo, which is also the same as the previous poster.

Greenpeace International Rainforest Campaign

Greenpeace International Rainforest Campaign

• “Greenpeace exists because this fragile earth deserves a voice. It needs solutions. It needs change. It needs action.” This is Greenpeace’s opening quote on their website and this is what they stand for throughout all of their campaigns.

• Greenpeace is present in more than 55 countries across Europe, the Americas, Asia, Africa and the Pacific.

• To maintain its independence, Greenpeace does not accept donations from governments or corporations but relies on contributions from individual supporters and foundation grants.

• Greenpeace’s campaign for rainforest is centred more on saving the amazon, as all their posters and websites talk about the amazon, whereas others such as WWF and Rainforest Rescue who I have looked at previously campaign for all.

Greenpeace Rainforest Campaign Continued…Website Screenshot Analysis

The colours on the website relate to the issue which they are campaigning about because they have used green this makes it more obvious to the TA that it is about saving the rainforest.

The image is the first thing you see when you open the page, this is a powerful image as the tiger is looking straight at the camera like direct address to the audience- this links well the sign up column next to it as it will make the audience want to sign up.

Greenpeace Rainforest Campaign Continued…Website Screenshot Analysis

They have also included links to social media, this helps to widen their TA as more people will see it.

They have made a paragraph at the top of the page to highlight key facts, this is effective as it intrigues the audience and makes them want to read on to the rest of it.

Greenpeace Rainforest Campaign Continued…Poster Analysis

This is an effective poster as it uses what looks like an image on Snapchat, this helps Greenpeace to appeal to their younger target audience but it also helps to widen their target audience as a lot of people will be drawn in by this as a lot of people know what Snapchat and will be intrigued that they have thought of using it in an advert. The use of the word seconds is also link to the Snapchat theme of the image, the image also is made to look like the forest is burning away- over the ten second Snapchat story. This is effective because it links both the tagline and the image well.

Greenpeace Rainforest Campaign Continued…Poster Analysis

This poster also follows a similar house style to the previous Greenpeace poster I analysed as it also has a plain background, this is good because it keeps all the audience’s attention on the tagline and the powerful image which is the most important thing to want to make the audience support their campaign.

Using an hourglass as the image is effective because it makes the audience feel as though they have to act fast, this is good for Greenpeace as it will make people want to sign up after seeing it.

Also using the word time in the tagline is effective as it links to the image as an hourglass is to do with time.

The bottom line of the tagline is bigger and bolder than the rest, this is because it is the most important part as Greenpeace know they need public donations. They hope this will make the audience act and donate.

Art & Photos

Existing products research