BDDP wins battle for Worldwide Fund for Nature’s European project

The Worldwide Fund for Nature is to launch a pan-European advertising campaign through the BDDP network.

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

in-flight magazines.

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.

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