WORK, STUDIO, IMPACT, CONTACT

WWF AUSTRALIA

Australia is home to over 1,800 threatened species, many of which face extinction without ever being known. World Wildlife Fund for Nature (WWF) works to preserve them and reduce human impact on the environment.

BACKGROUND

WWF faced the challenge of raising awareness for some of Australia's most endangered species among people typically drawn to cute animals. The organisation needed to communicate the urgent plight of lesser-known species competing for attention and support in a crowded landscape. We developed a campaign that shifted attention from the familiar to the forgotten, spotlighting endangered species often excluded from mainstream conservation narratives.

APPROACH

Our campaign focused what makes these animals unique. Emphasising distinctive colours, textures, and patterns, we created a striking visual language that stood apart from typical conservation imagery and cut through the noise of cluttered OOH advertising. A series of posters, postcards, and an interactive mobile site showcased bold graphic representations of each animal, paired with accessible information about habitat, threats, population, and conservation status. This strategic use of visual storytelling made the unfamiliar unforgettable.

The campaign helped shift perceptions and raised visibility for Australia’s most endangered species—particularly the Southern Corroboree frog, whose numbers had dropped significantly after the 2019–20 Black Summer bushfires. By moving away from conventional cuteness, the campaign broadened public engagement and support for species that rarely receive public attention.

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