WWF backs animal adoption drive with DRTV push

by Jules Grant,, Brand Republic 01-Jun-04, 07:00

LONDON - WWF, the global environment network, is promoting its animal adoption scheme with a DRTV ad designed to recruit donors who want to adopt one or more endangered animals.

The 60-second ad, through WWAV Rapp Collins, breaks on June 1. The ad shows an Indochinese tiger, an orang-utan and a panda in their natural habitat. A voiceover by actress Jenny Seagrove invites viewers to record the ad as a memento of the animal because that is the only record you are likely to have due to their vulnerability to extinction.

She then describes the adoption scheme and encourages viewers to make an "immediate difference" by calling and adopting an animal.

The ad will run on Channel 4, ITV News and a range of satellite channels including Animal Planet. Adopters will then be sent a pack containing a thank-you letter, an adoption certificate, an A5 colour print of their animal and regular updates on their animal.

Steve Andrews, head of supply management at WWF, said: "We know that many people feel a tremendous sense of sadness knowing that the future for these animals is uncertain and believe very strongly that the world would be poorer as a result if they became extinct. WWF has the solutions and a proven track record in protecting endangered species. For a small monthly donation, donors will be able to feel that they are making a positive contribution, not only to the animal, but also to their habitat."

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