WWF uses mail campaign to help save snow leopard

by Claire Billings,, Brand Republic 20-Nov-02, 07:00

LONDON - Animal charity WWF is appealing to 5,000 committed high-value donors with a personalised direct mail campaign aimed at raising £37,500 as part of a drive to save the snow leopard from extinction.

The number of snow leopards still in existence is believed to be as low as 3,500 and its extinction would be the first of the big cats since the sabre-tooth tiger disappeared 10,000 years ago.

Money raised from the campaign, developed by below-the-line agency Proximity London, will be used to expand WWF's established education programmes and field patrols in countries such as Nepal and Pakistan, to help stop the hunting of the animals for their unusual pelts.

The pack contains a video of rare footage of the snow leopard, with super-imposed captions over the film to highlight the urgent need for money.

The pack also contains snow leopard fact sheets and pictures taken in the wild, as well as a letter from WWF fundraising executive Leila Lloyd-Meza. The letter is addressed to each individual donor and refers to the specific help each donor has given in the past.

The phone number given in the pack for donors to call up and make their pledge is Lloyd-Meza's direct line.

Lloyd-Meza said: "This is one of the most personal packs that WWF has ever produced. As well as highlighting an extremely urgent situation, this pack makes each supporter feel that he or she is making a real difference."

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