WWF

We Breathe What We Buy

Challenge

Bring attention to WWF's sustainable palm oil efforts, and eventually change people's behaviour.

Solution

Unite Singaporeans during the worst haze season (in 2015) to stand in support against palm tree deforestation in Indonesia, with a visually-arresting series of 3 images that revealed the source of the haze within the form of everyday products that we consume.

Results

+20 Mil

reached accross social

$660,000

worth of free media

+1 Mil

hashtag impressions in first week

+13,000

pledges to fight the haze

Testimonial

“This is it, we wanted a relevant local campaign that would have the potential to grow into the region. Now we'll see it on WWF global accounts with a massive reach!”

Kim Stegert, Director of Communications, WWF, September 2015



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