WWF launches polar bear mailer through WWAV

by Sam Matthews, Brand Republic 17-Jan-06, 07:00

LONDON – The WWF is launching a direct mail campaign through WWAV Rapp Collins highlighting the plight of the polar bear to raise funds for its Arctic meltdown appeal.

More than 95,000 WWF supporters will be sent one of two mailers on January 18.

One focuses more on the plight of the polar bear and the other contains more detailed information on the environmental issues and how they effect the polar bear.

The text accompanying the polar bear mailer, which features a photograph of two polar bears on a drifting piece of ice, reads: "Warmer arctic temperatures are melting away the ice. If the polar bear's habitat disappears, what happens to them?"

The second mailer outlines the problems in the area through an illustrated report and tells supporters how to get involved. It also shows a map to mark out the areas in the Barents Sea off the coast of Scandinavia and Russia and most affected by climate change.

Leila Lloyd, marketing executive at WWF, said: "While some of our supporters respond more positively to a specific species-led message, others want more general information on what we are doing to protect the environment that secures their survival."

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