Don't Panic London
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Case Study: Sumatran Orangutan Society raises £870K to restore rainforest with Don't Panic London
A Don't Panic London Case Study
Sumatran Orangutan Society raises £870K with Don't Panic London
The Sumatran Orangutan Society (SOS) faced the challenge of raising significant funds quickly to purchase and restore a former palm oil plantation into a protected rainforest. They needed to make the emotional reality of deforestation and animal displacement visible to the public in order to drive donations. The creative advertising agency Don't Panic London was enlisted to develop a campaign.
Don't Panic London created the "Concrete Jungle" campaign, which used displaced characters from The Jungle Book in an animated film and out-of-home materials to viscerally illustrate the consequences of deforestation. This approach successfully generated empathy and urgency, directly driving donations. The campaign raised over £870,000, allowing SOS to secure the land. It also won Best Fundraising Campaign and achieved massive organic reach with 650,000 video views, demonstrating strong emotional resonance.
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