Case Study: WWF raises millions for tropical rainforest protection with Johnson Banks

WWF raises millions in months with Johnson Banks

The customer WWF faced the challenge of shifting public perception from its focus on individual species to its new priority: the threat to tropical rainforests. They partnered with the vendor Johnson Banks for brand strategy, narrative, and campaign development to communicate this critical message effectively.

Johnson Banks developed a new narrative and campaign pivoting away from clichés with the poetic line "where there’s a tree…". This positive approach reframed the conversation around what forests provide, proving incredibly successful. The solution by Johnson Banks helped raise millions of pounds for the cause within just a few months.

WWF