The Living
Planet
Report
Making it clear nature loss is something that effects all of us
One of the key strategic pillars for the public engagement campaign around the LPR 2022 was to demonstrate that the issues documented in the report aren’t just the concern of academics and environmentalists but something everyone should engage with.
To these ends, the campaign shook off the shackles of the report itself, instead focusing on effectively communicating a few, easily consumable, key messages.
The resulting suit of visually appealing, fast-paced, and overly-stylized digital assets injected life into the campaign, making what could otherwise be a dull report, publicly appealing.
Making it relevant
The campaign demonstrated relevance by exploring three topics that apply to everyone: Food (nature’s in your fridge), Water (nature pours from your tap), and Energy (nature can power your home).
“Joe's strength is the ability to stay focused on the overall objective while bringing together the content and the technological solution in an edgy product”
— Sudhanshu Sarronwala; Executive Director of Comms and Marketing, WWF
Taking people on a deeper journey
For only the second time, a global LPR website was developed and launched in over 15 markets and in 7 languages; enabling users to dive deeper and further their understanding of the topics raised by the report.
Utilising the combined weight of WWF’s brand presence in the regions it ran, the LPR website was able to achieve the #1 spot on Google for all key search terms.
Extending the life of the campaign
The public engagement campaign launched in over 60 markets around the globe alongside the report itself, taking advantage of increases in search volume and social relevance.
Unlike prior years, the 2022 campaign was extended over a 6-8 week period to act as a build-up to the UN Climate (UNFCCC) and Biodiversity (CBD) conferences. Bespoke social and online rollout plans allowed for a staggered launch of materials building long-term engagement and reinforcing brand awareness surrounding topics likely to dominate at the UNFCCC and CBD COPs
The key results
articles published featuring the LPR
3.5k
increase on online reach on the 2020 edition
18%
languages versions of the LPR campaign pack
22
60
markets the LPR campaign pack was run in