Case Study: WWF raises millions to protect tropical rainforests with Johnson Banks

WWF raises millions in just a few months with Johnson Banks

The UK branch of the World Wildlife Fund (WWF) faced the challenge of shifting public perception from its well-known association with individual species to a new priority: the critical threat to tropical rainforests. They hired the design consultancy Johnson Banks to develop a brand strategy and narrative that could effectively communicate this complex issue and fund their work.

Johnson Banks developed a new, positive campaign narrative centered on the phrase "where there’s a tree…" to pivot away from clichéd doom-and-gloom messaging. This approach focused on what a tree provides and supports, creating a clearer link between species, their habitat, and the global supply chain. The solution, which included a new brand identity and advertising, proved incredibly successful for Johnson Banks' client, helping to raise millions of pounds within just a few months.

World Wildlife Fund (wwf) in the UK