WWF YOUNG LIONS · WWF + Young Lions | 32 The Task • Create a film that brings Together Possible to life. • It must deliver on the following levels: 1. Build awareness of one

WWF + Young Lions | 1

WWF + Young Lions

Film Competition Brief June 24, 2015

WWF +YOUNG LIONS


Terry MACKOSenior Vice President, Marketing & Communications

Collin LAWSONDeputy Director, Private Sector Engagement



Global Challenges

© NASA


In less than two

human

generations

population sizes

of vertebrate

species have

dropped by half.

WILDLIFE


1 in 9 people on

the planet suffer

from hunger.

FOOD


573 million

acres of forest

will be gone by

2050 if we do

nothing to stop

deforestation.

FORESTS


90% of the

ocean’s fish

stocks are

overfished.

OCEANS


By 2030 global

demand for

fresh water is

projected to

exceed current

supply by 40%.

FRESH WATER


The concentration

of CO2 in the

atmosphere in

2013 was higher

than it had been

in at least 800

thousand years.

CLIMATE

WWF + Young Lions | 11© NASA

By 2030 we will

need two planets

to support the

way we are living.

WWF + Young Lions | 12© NASA

Let’s not give up

on this one just

yet.


WWF is developing

innovative global

conservation strategies

that meet the needs of

people and the planet.

© Roger Leguen / WWF-Canon

WWF + Young Lions | 14© Michel Roggo / WWF-Canon

OUR MISSION: Conserve

nature and reduce the

most pressing threats to

the diversity of life on

Earth.


Our Work Is GlobalWe have a presence in 100 countries.


1. Amazon

2. Amur-Heilong

3. Arctic

4. Borneo & Sumatra

5. Chihuahuan Desert

6. Coastal East Africa

7. Congo Basin

8. Coral Triangle

9. Eastern Himalayas

10. Galapagos

11. Gulf of California

12. Madagascar

13. Mekong

14. Mesoamerican Reef

15. Namibia

16. Northern Great Plains

17. Southern Chile

18. Yangtze

But Focused On Critical RegionsWe focus our efforts on protecting the world’s most important natural places.


Fresh Water Food & Agriculture Climate

ForestsWildlife Marine

Our Goal Areas

WWF + Young Lions | 18© naturepl.com / David Fleetham / WWF-Canon

WILDLIFE: We save the

world’s most

ecologically,

economically and

culturally important

species.


FOOD: We forge

solutions with the world’s

most influential

companies to make food

a more renewable

resource.


FORESTS: We work to

stop deforestation and

forest degradation.


OCEANS: We fight illegal

fishing and help

communities sustain

their fisheries and

wildlife.


FRESH WATER: We are

crafting solutions to

improve priority

watersheds worldwide.


CLIMATE: We combat

deforestation, advocate

for smarter policies and

help bring more

renewable energy into

people’s lives.


We can’t do it alone.


But together we can.



5,000,000people around the globe

WWF has built a movement of

1,400,000 in the U.S.

Our Support is Broad


Our Brand is Strong

WWF + Young Lions | 29© J¸rgen Freund / WWF-Canon

THE PROJECT BRIEF


Audience Insight

• WWF needs millions to act, yet scope and scale of challenges leave people feeling helpless and skeptical.

Communities

People

© Morton Koldby / WWF


Together Possible

• Progress lies in embracing the fact that we are all connected.

• Together Possible focuses on celebrating the amazing things that can be achieved when people work together.

Communities

People

© Morton Koldby


The Task• Create a film that brings Together

Possible to life.

• It must deliver on the following levels:

1. Build awareness of one or more challenges/WWF solutions outlined in the brief

2. Inspire individuals to take action in addressing the challenge(s)/WWF solutions

3. Spark an urge to engage in something bigger by actively participating in the process

• Don’t focus on WWF as the solution, but rather how individuals come together.

Communities

People



• Key Message: Together, we can accomplish amazing things and tackle the biggest, most challenging global threats to life on the planet.

• Call to Action: Join WWF’s global community of people who together are reshaping the future of life on the planet.

Communities

People


Key Message/Call to

Action


Key Audience, Tone of

Voice & Mandatories

• Key Audience: Social media users 18-34

• Tone: Urgency, Optimism, Participation

• Mandatories: • WWF logo• Together Possible type treatment• URL: wwf.org,

• Social media links:• F:worldwildlifefund,• T:@world_wildlife • I: World_Wildlife • Y: wwfus

Communities

People



Channels, Timing & KPIs

• The film will be leveraged across WWF’s social media channels and website. It may also be used as a television spot.

• Concepts should be evergreen to allow for long-term use

• Success will be measured via film views, shares, comments and growth in supporters

© Morton Koldby


QuestionsCollin Lawson, WWF

202.344.0688

[email protected]

© Add Photo Credit

Terry MACKOSenior Vice President, Marketing & Communications

Collin LAWSONDeputy Director, Private Sector Engagement

Documents

WWF YOUNG LIONS · WWF + Young Lions | 32 The Task • Create a film that brings Together Possible to life. • It must deliver on the following levels: 1. Build awareness of one