WWF-Canada launches provocative new campaign: We Are All Wildlife

This marks the first brand campaign from WWF-Canada in almost a decade

TORONTO, Nov. 9, 2015 /CNW/ - Today, WWF-Canada launches its new compelling awareness campaign "We Are All Wildlife".  The new campaign marks the beginning of a national mission to demonstrate that when nature thrives, people thrive. Healthy nature is essential for building communities that are economically sound, physically healthy, and culturally vibrant. The union of nature and economy – a marriage of two perfectly fitted counterparts – is at the heart of the organization's new five-year strategy.

"Recognizing this intersection of nature and economy is critical to demonstrating that it is possible – and necessary – for these elements to thrive together," says David Miller, President and CEO of WWF Canada. "Our goal is to help Canadians understand that living and working in harmony with nature is integral to protecting it, and, ultimately, ourselves. I am delighted to announce the launch of our new campaign, which brings to life a phrase that I hope all Canadians will embrace: We Are All Wildlife."

The brand awareness campaign, centered on the notion of "We Are All Wildlife," draws striking visual parallels between human beings and wildlife. The agency behind the campaign, Toronto-based john st. advertising, developed the bold and compelling creative. The creative will be posted in transit shelters, in buses, streetcars, subway cars, and grassroots all throughout Toronto and surrounding areas. The ad agency also developed a 30-second TV spot and 45-second web video, with the complimentary message: We work hard to make life, so we must protect life.

The spots showcase a humourous look at the many mating rituals of animals and humans, to shed light on the stake that human beings have in the health of our world. Today, the TV spot launches nationally and can be viewed here: www.wwf.ca/weareallwildlife

The organization's new five-year plan, which inspired 'We Are All Wildlife' brand campaign, was informed by WWF's 2014 Living Planet Report. The report indicated that Canadians are using approximately 3.7 times their share of the earth's available resources each year.  Wildlife populations worldwide have declined by 52 per cent over the past 40 years.

"Biodiversity loss is putting tremendous pressure on our earth, and threatening our future security, health, and well-being," says Miller. "So many of these species' habitats make up the rich, natural resources that provide the building blocks for a robust Canadian economy. Our new strategy is set to combat the root causes of habitat destruction and put change in motion over a five-year period, beginning now."

To learn more about the new brand campaign or WWF Canada's five- year plan, please visit www.wwf.ca.

About WWF-Canada
WWF-Canada is part of the World Wildlife Fund (WWF), and is creating solutions to the most serious conservation challenges facing our planet to help people and nature thrive. www.wwf.ca


For further information: To arrange an interview with David Miller, CEO and President of WWF Canada, or for further information, please contact: Jessica Swan, Narrative PR, (647) 281-6345, jessica.swan@narrative.ca; Rowena Calpito, WWF-Canada, (416) 489-4567 ext, 7267, rcalpito@wwfcanada.org


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