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WWF-Canada breaks brand campaign

Environmental organization WWF-Canada has begun a new advertising campaign called "We Are All Wildlife." According to the organization, this is its first brand campaign in approximately 10 years. The campaign, developed by John St. of Toronto, seeks to draw visual parallels between human beings and wildlife. It consists of transit shelter, bus, streetcar and subway advertising in the Toronto area, as well as a national 30-second television commercial and a 45-second online video.

"Recognizing this intersection of nature and economy is critical to demonstrating that it is possible, and necessary, for these elements to thrive together," said David Miller, president and CEO of WWF-Canada. "Our goal is to help Canadians understand that living and working in harmony with nature is integral to protecting it, and, ultimately, ourselves. Biodiversity loss is putting tremendous pressure on our earth, and threatening our future security, health and well-being. So many of these species' habitats make up the rich, natural resources that provide the building blocks for a robust Canadian economy. Our new strategy is set to combat the root causes of habitat destruction and put change in motion over a five-year period, beginning now."

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