WWF 'reduce' by DDB London

DDB London has created a print campaign for WWF, which focuses on environmental issues, climate change and deforestation. The month-long carbon-neutral campaign will start in Birmingham and is set to be rolled out nationwide next year. It aims to reposition WWF away from its animal-focused image to reflect all its environmental work. One ad features a tree in a rainforest. The logger chopping it down has been shrunk in size and the strapline reads: "Help us reduce deforestation". Another ad shows a miniature fishing trawler leaving harbour, with the line: "Help us reduce overfishing". WWAV Rapp Collins has produced a mailer encouraging people to become WWF members.