In Hungary younger generations are not really familiar with WWF and its core values; they don't know much about the importance of conservation, animal protection and preserving a healthy ecosystem.

WWF Hungary wanted to talk to these youngsters, in the hope of educating the future generation of potential environmentalist.

Our objective was to focus on Hungarian youngster, and educate them about environmental consciousness, and make them aware of the uniqueness and coolness of nature.

On a shoestring budget we had to come up with an idea that could address Hungarian young people – driving their attention to conservation, and making nature attractive and cool to them.

Our small scale solution – the set of limited edition skateboards, with the help of real bears – created a direct, “touch me”, “see me” experience for our audience - these 7 limited edition boards were exhibited in an extremely popular meeting point of the skateboarders community, in Budapest downtown.

These unique, cool-looking boards go into an online auction, and Hungarian youngsters were fully engaged and wanted to have them all.

Once we created our skateboards with the help of real bears, first we addressed the skateboarders directly: with a YouTube teaser video we introduced the designer bears to them – and the set of limited edition boards.

In the next phase, these 7 limited edition boards were exhibited in a meeting place of the skateboarders community, in Budapest downtown; journalists were also invited to the event, which introduced the environmental agenda of WWF Hungary into the conversation.

In the meantime the online auction began, drawing attention to the boards and WWF Hungary.

Thanks to the skateboarders our story became a hot online topic; it was soon discovered by online national news portals and magazines, then the "designer bears" made it to the most popular daily magazine, the Hungarian national television and some other tv channels, as well.