WWF: Haze Campaign

The Haze is a seasonal, and often severe smoke-based pollution caused by burning of forest and peatlands in Indonesia for Palm Oil plantations. 2015 was the worst year for the Haze Singapore has ever seen. Our highly visible “We Breathe What We Buy” campaign for WWF earned over $660,000 in free media, loads of publicity on and offline, and helped WWF form the Singapore Alliance for Sustainable Palm Oil, with Unilever, Danone, Ayam Brand, IKEA and Wildlife Reserves Singapore as founder members.

WE BREATHE WHAT WE BUY. 663 million trees in Sumatra have been cleared to produce palm oil for your toothpaste and other products. Stop the haze. Persuade corporations to use sustainable palm oil. Pledge now at www.XtheHaze.org.
WE BREATHE WHAT WE BUY. In 7 years, 98% of Indonesia's forests could be cleared to produce palm oil for your make-up and other products. Stop the haze. Persuade corporations to use sustainable palm oil. Pledge now at www.XtheHaze.org.

WE BREATHE WHAT WE BUY. 68% of palm oil harvested goes into the food you love. Palm oil production is a major cause of deforestation in Indonesia. Stop the haze. Persuade corporations to use sustainable palm oil. Pledge now at www.XtheHaze.org.

   

We also made cinimagraphs of the key visuals for facebook and instagram. These drove people to the pledge website

A simple, direct mini site explained the campaign

and drove all-important pledges

The key visuals themselves were shared widely on instagram and Facebook. Fergus O’Hare, Facebook's, head of creative for APAC used the animated versions as a case study. 

And the campaign received widespread coverage, and was shared, and reappropriated by internet users. Great for the client's reputation both within WWF and with the key stakeholding companies he was able to engage

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