WWF changes iconic panda logo as part of new campaign
WWF Poland has created a new campaign which personalises the iconic panda logo to raise awareness
The World Wildlife Fund (WWF) has decided to temporarily alter its iconic Panda logo to reflect the human form, to mark the COP24 Climate Change Summit in Katowice in Poland.
The new logo is part of an integrated educational campaign created by WWF Poland and 2012 Agency, a creative agency based in Warsaw, and comes following an alarming report by the United Nation which states climate genocide is on its way.
“The goal is to raise awareness that climate catastrophe is on the horizon. And it will hit us bad. In essence, we are endangered species,” said Klaudia Król-Jasińska, Senior Communications Officer at WWF.
The multi-platform communication campaign is encouraging and inspiring celebrities, activists as well as the general public to get involved and make a difference. Supporters can get their own personalised logo with their own portraits in place of the WWF Panda to help spread the message.
“This campaign is all about the danger we are placing upon ourselves. Our actions are interfering with Mother Nature, and the consequences are just too grave to ignore,” said Maciej Marasek, Chief Executive Officer of 2012 Agency.
“Our vision was simple: work with WWF to direct its typical narrative into something clever, creative, and relevant as COP24 plays out: we are an endangered species. Let’s connect with each other and solve this issue as one, at once.”
The campaign also includes a contextual outdoor campaign in Polish cities that brings to people’s attention to the concept of humans being endangered, as well as an educational animated movie, direct mailing, and press and social media campaigns.