The Worldwide Fund for Nature is to launch a pan-European
advertising campaign through the BDDP network.
The campaign will be co-ordinated out of BBDP Brussels with BST-BDDP
handling the account in the UK and Ireland.
BDDP beat Euro RSCG, Ogilvy and Mather, TBWA and, in a final
head-to-head, Saatchi and Saatchi to the task. This one-off appointment
does not affect the UK incumbent on WWF, which is Ogilvy and Mather.
WWF wants to ensure that travellers going abroad are made aware that, as
from December 1996, anyone importing protected species of flora or fauna
will be liable to prosecution under European law.
BST says that while the public has been exposed to the concept of
ecology, the way people behave is often at odds with an acknowledged
need for environmental protection. Temptations put in the way of
tourists often lead them to ’forget’ the need for wildlife
The campaign, which will run across Europe through the peak holiday
period of June to September, is jointly commissioned by the WWF, Traffic
Europe - the trade monitoring programme of the WWF - and the World
Conservation Union in collaboration with the 15 members of the European
John Allen, a partner at BST who helped run the pitch, said: ’It was
like presenting to the UN.’
BST was told of the win this week, but a budget has yet to be set. Media
for the campaign will be print-based, including airport advertising and
Part of the agency’s task is to seek a sympathetic pan-European sponsor
to co-fund the campaign, which is likely to be supported by tour
Media buying and planning will be handled by Booth Lockett Makin.