Case Study: WWF raises millions by reframing rainforest storytelling with Johnson Banks

WWF raises millions in just a few months with Johnson Banks

The World Wildlife Fund (WWF) in the UK partnered with the design consultancy Johnson Banks to shift public perception from its traditional focus on individual species to a new priority: the critical threat to tropical rainforests. The challenge was to move beyond well-worn clichés about deforestation and create a message that would cut through and effectively communicate the importance of these habitats.

Johnson Banks developed a new, poetic campaign narrative pivoting on the phrase "where there’s a tree…" to positively highlight all that a tree and forest contains. This fresh approach successfully shifted the conversation and helped WWF raise millions of pounds for its rainforest conservation work within just a few months of the campaign's launch.

World Wildlife Fund (wwf)