WWF wanted to raise awareness among young adults (25-35) for the Amazon Rainforest without raising its voice.

We placed profiles of Amazon animals on social networking sites. On dating website Mundo, jaguars Jack and Jacky were looking for a date (but not adverse to the idea of a steady relationship) with people willing to ‘give’, whereas at community network Hyves capybara* Leonard80 was aiming for many friends. Childhood pictures, video and a weblog made them grow on people. Infiltrating the target audience’s daily visited online environments allowed us to directly interact with them!*Hydrochaerus hydrochaeris, the largest type of rodent in the world

Over 450 people have asked Jack and Jacky on a date via e-mail. Over 300 friends of Leonard were reading his whereabouts on a daily base at Hyves. National and international weblogs were applauding the case, leading to extra exposure for the Amazon Rainforest Issue. In terms of marketing goals the campaign even resulted in 15% WWF email subscribers and 5% long-term benefactors. The total campaign budget was € 9.780.