The creative and strategic solution was to actually die-cut the iconic WWF panda bear logo from a newspaper page, as a pure analogy of the amount of paper that a business can save. The channel chosen was the business newspaper ‘City A.M’ which is read by our ‘bulls-eye’ target audience in the city of London.

As a result of the communication, WWF are now advising more companies on how to improve their sustainability. Clients include HSBC, Marks & Spencer, and Nokia to name just a few. This environmental awareness has reduced paper consumption by at least 20% and increased ‘shareholder value’ among these organisations. A reduction of paper consumption is non profit making. This communication has attracted new organisations to change their behaviour and to become more sustainable.