The Greenest leaflet campaign

The Greenest leaflet campaign

How can you reach more than 250 000 people worldwide without spending money on media, advertisement material or a team? WWF found a way to get a lot of attention by recording a simple video of two panda volunteers?

This campaign was located in a shopping mall in Hungary. Residents are able to donate 1% of their tax to any charity organisation. WFF was trying to place themselves in the mind of the shoppers to donate their 1% to the organisation.

The challenge was to do it in a way that they could show their values of nature conservation and environmental concern. Their main objective was to minimise the waste for this campaign. So they came up with the idea of using only one flyer to reach as much people as possible.

WFF recruited two willing panda-dressed volunteers to go to a shopping mall in Hungary. One was placed at the lower end of the escalator and the other one above. The first panda gave the leaflet to a consumer travelling up the escalator, they had the time to read the message and when they arrived upstairs they had to give the flyer back to the second panda. They did the same thing going down.

To see how it’s possible watch:

http://www.youtube.com/watch?v=ULkYhiucYX8&feature=player_embedded

The message printed was:

Only one copy was printed, because we believe that it can convince You to give 1% of Your tax for conservation.

Help to save the forests! 2011 is Year of Forests.

This sensational campaign launched on the internet to reach a worldwide public. To do so they taped the campaign and send it to journalists and bloggers. Soon the video went viral on the Internet and has now reached over 285 000 people. And that is not the only attention this campaign got.

The greenest leaflet campaign for WWF won the Golden Drum award in the New or innovative category and the Silver Drum award for Direct campaign.

WWF considers this campaign successful; they were able to reach a lot of people worldwide and showed us that every one can use media in an environmentally conscious and effective way.

Xenia Demeester 2MA01
http://whatnext.bcm.com.au/2011/2011-73/worlds-greenest-flyer/