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WWF in fundraising drive with polar bear adoption scheme

LONDON - WWF UK is promoting its latest fund-raising scheme with an online acquisition campaign created by Kitcatt Nohr Alexander Shaw.

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The campaign is aimed at Christmas shoppers and encourages them to "adopt" a Svalbard polar bear as a Christmas gift on behalf of someone they know.

The campaign uses two different landing pages, as well as two different rich media creative executions. The ads use real footage of a polar bear cub walking up to the camera and nudging it with its nose.

The cub then breathes on to the camera leaving a mist in which the campaign message then appears that reads: "The perfect Xmas gift is right under your nose. Adopt a polar bear from just £3 a month."

Respondents will be encouraged to visit a microsite or call WWF to adopt. Those doing so receive a pack with a greeting card, soft toy and a book about polar bears, as well as an adoption certificate and fridge magnet.

Becki Jupp, head of supporter acquisition at WWF-UK, said: "We chose polar bears for this seasonal campaign due to the urgency of the rapidly shrinking ice cap and their association with snow and a white Christmas.

"Our aim is to attract new supporters and raise awareness of WWF's adoption programme this Christmas and we're hoping adopting a bear with WWF will be popular with Santa this year."

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