Case Study: WWF in the UK raises funds for tropical rainforest protection with Johnson Banks

World Wildlife Fund in the UK raises millions in just a few months with Johnson Banks

The World Wildlife Fund in the UK (WWF) faced the challenge of shifting public perception from its association with specific animals to its new priority: the threat to tropical rainforests. They partnered with the design consultancy Johnson Banks for a new brand strategy and narrative to effectively communicate this critical message to the public.

Johnson Banks developed a new creative approach pivoting away from clichés, centered on the poetic line "where there’s a tree…" to positively highlight what forests contain. This new strategy, implemented across campaigns and advertising, proved incredibly successful. Johnson Banks reports that the approach helped raise millions of pounds for the cause within just a few months of its launch.

World Wildlife Fund in the UK (wwf)