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WWF launches ads to raise awareness

LONDON - WWF, formerly the World Wildlife Fund, has launched a print campaign through Proximity London, aimed at increasing awareness of the work it does.

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The advertisements, which will run across print media, are aimed at addressing a general misconception that the WWF's work focuses on protecting endangered species.

The campaign covers climate change, forests and species to reflect the kind of work the WWF undertakes. One shows a boy in hospital with the slogan, "Who cares if they cut down a few trees?"

The copy explains that that the rosy periwinkle plant, which originated in the tropical forests of Madagascar, can save the lives of up to five young leukaemia sufferers.

Another ad deals with the issue of flooding and asks, "Who cares if it warms up a couple of degrees?"

The ads will feature the WWF's website address and direct readers to an area on the site called Who Cares?, which contains advice on ways to make a difference.

The ads will run across lifestyle consumer magazines, including the Mail on Sunday's You Magazine and the Observer Food Monthly, targeted at the 35- to 54-year-old female market. Media buying is through Prager Proximity.

Proximity London, part of the global Proximity Worldwide division of Abbott Mead Vickers BBDO, won the WWF account in April. The branding campaign, which begins this month, is the agency's first work for the organisation since winning the account.

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