The communications professionals that use image Banks on a regular basis, as well as users who are concerned with protecting the environment, found themselves as the target audience for Animal Copyrights.

Animal Copyrights was as important to WWF as it was to LatinStock, as a way of discovering new target audiences as opposed to their habitual public.

Animal Copyrights is an initiative that invites people, through a targeted email, to purchase photos that were taken by animals. All the proceeds from their sale will go towards protecting endangered species.

YouTube (with a series of online films) and Instagram (with a dedicated account used to showcase the photos) were also used to attract users to LatinStock’s website where they could buy photos from the Animal Copyrights collection.

The collection was launched on LatinStock’s website at the end of March and a few days later we sent emails to their users, as well as to WWF members, inviting them to participate in the Animal Copyrights initiative.

The next phase was implemented on Instagram, where we created a dedicated account and posted photos from the collection and explained their origins. We also launched a series of promotional videos on YouTube in order to generate interest and gain even more new clients.

The final phase relies on celebrities/influencers spreading our message and getting people excited about participating.

As a result of the campaign, LatinStock’s website experienced a 300% increase in traffic, receiving a media attention and generating awareness of animal rights.

Although the campaign is still in progress, proceeds from the photo collection continue to grow,. Since the launch Animal Copyrights, the number of WWF members has increased by 10%.

As a result of the campaign, LatinStock’s website experienced a 300% increase in traffic, receiving a media attention and generating awareness of animal rights. The proceeds from the photo collection continue to grow, taking into account that the campaign is still in progress. Since the launch of the campaign, the number of WWF members has increased by 10%.

In 2014, photographer David Slater sued Wikimedia Commons, claiming authorship of a “selfie” taken by a monkey with his camera. A U.S. court recognized the lack of authorship of the image, ruling that it belonged to neither the photographer nor the monkey.

We wanted to take advantage the legal loophole to introduce: Animal Copyrights, a partnership between WWF and LatinStock to create the first collection of nature images created by animals whose authorship rights will be directly attributed to them. All the profits generated by these photos will be donated to the animals themselves.