WWF integrated campaign urges action on climate change

World Wildlife Fund (WWF) is conducting an integrated public awareness campaign asking voters in five states to urge their senators to support climate-change legislation.

Developed with Core Strategy Group, the campaign consists of a two-week TV ad buy in Alaska, Indiana, Maine, Montana and North Dakota. It also includes a microsite, ActForOurFuture.org, as well as search engine marketing, telemarketing, e-mail, social media and online banner and video ad components.  

Joe Pouliot, director of climate and policy communications at the WWF, said that the conservation group has “never engaged in an issue to this level before.”

The TV ads' messaging, which is specific to each state in which they run, include facts from the recent government-released report, “Global Climate Change Impacts in the United States.” The ads also list the names and phone numbers of the state's US senators, along with a call to action to the microsite.

The effort was launched on August 24 to run during a Home Work Period, when senators are in their home states, said Pouliot.

He added that the banner and video ads, which direct consumers to ActForOurFuture.org, are running on sites relevant to the “mold of WWF supporters,” such as bird watching, hunting, mountain biking, conservation and outdoor recreational portals. At the microsite, users are urged to sign up for regular e-mail updates from the WWF.

Pouliot added that the company's use of social media has been effective in communicating with supporters.

“We post updates and highlight new reports on Facebook and Twitter regularly,” he said. “This really helps us to remain engaged with our supporters throughout the campaign.”

The initiative's budget is more than $1 million, according to Pouliot.

Calls and e-mails to Core Strategy Group seeking comment were not immediately returned.