WWF-Canada begins Heart of the Wild campaign
The World Wildlife Fund Canada has begun a holiday season fundraising campaign called "Heart of the Wild." According to the organization, unlike previous iterations that have focused on the animals represented by the stuffed toys sold to raise funds, this year the campaign will focus on the children receiving the toys and their questions about wildlife.
The creative features eight children between the ages of four and 10 talking about their favourite animals. The bilingual campaign was developed by Loopmedia of Toronto. It consists of two 30-second broadcast commercials, a 30-second radio ad, national out-of-home advertising, online ads on Google, Facebook and Instagram, as well as magazine advertising.
"The health of the wild is closely connected to the heart of our donors and supporters," said Carey Suleiman, director of community giving at WWF-Canada. "This campaign does a wonderful job of telling the story of how Canadians can help conserve wildlife and our planet for future generations through meaningful gift giving. With an educational poster and personalized adoption certificate, we hope these cuddly toys will also serve as a reminder of how each of us can make a difference for the wild animals and places we cherish."