WWF Produces Powerful Ads

The World Wildlife Foundation (WWF) is known to be the protectors and conservationists of the worlds endangered wildlife. They strive to empower people to help them by pledging to protect wildlife and donate to the cause. Donations can be made monthly, or you can donate towards a certain endangered species.

Advertising for these causes needs to be shocking enough to persuade the viewer to donate to the cause but also needs to be tame enough that it doesn't scare the viewer away.

The WWF has done an effective job with their advertising strategies. For example, the ad below that is conveying the idea of how terrifying it would be to see the end of sharks in the ocean. Even though sharks are seen to be incredibly scary and dangerous, it is still important for the ocean to have this predator.

This ad uses very little copy but utilizes contrast to show the emptiness of the ocean when the fin of the shark is no longer there. Using the term "horrifying" to convey the perception of sharks to the general public, then stating "more horrifying" when the shark is no longer there shows that not having sharks at all is a larger and scarier issue that will then effect other ocean creatures.

Overall, the WWF persuades its viewers by showing them a world without these animals, and even if the animals are not favored by a lot of the audience, their importance on this earth still remains intact. Visit the World Wildlife Fund website to check out some more of their ads and ways you can donate!