WWF + YOUNG LIONS. WWF + Young Lions. Film Competition Brief June 24, WWF + Young Lions 1

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1 WWF + YOUNG LIONS WWF + Young Lions Film Competition Brief June 24, 2015 WWF + Young Lions 1

2 Terry MACKO Senior Vice President, Marketing & Communications Collin LAWSON Deputy Director, Private Sector Engagement WWF + Young Lions 2

3 WWF + Young Lions 3

4 Global Challenges NASA WWF + Young Lions 4

5 In less than two human generations population sizes of vertebrate species have dropped by half. WILDLIFE WWF + Young Lions 5

6 1 in 9 people on the planet suffer from hunger. FOOD WWF + Young Lions 6

7 573 million acres of forest will be gone by 2050 if we do nothing to stop deforestation. FORESTS WWF + Young Lions 7

8 90% of the ocean s fish stocks are overfished. OCEANS WWF + Young Lions 8

9 By 2030 global demand for fresh water is projected to exceed current supply by 40%. FRESH WATER WWF + Young Lions 9

10 The concentration of CO2 in the atmosphere in 2013 was higher than it had been in at least 800 thousand years. CLIMATE WWF + Young Lions 10

11 By 2030 we will need two planets to support the way we are living. NASA WWF + Young Lions 11

12 Let s not give up on this one just yet. NASA WWF + Young Lions 12

13 WWF is developing innovative global conservation strategies that meet the needs of people and the planet. Roger Leguen / WWF-Canon WWF + Young Lions 13

14 OUR MISSION: Conserve nature and reduce the most pressing threats to the diversity of life on Earth. Michel Roggo / WWF-Canon WWF + Young Lions 14

15 Our Work Is Global We have a presence in 100 countries. WWF + Young Lions 15

16 But Focused On Critical Regions We focus our efforts on protecting the world s most important natural places. 1. Amazon 2. Amur-Heilong 3. Arctic 4. Borneo & Sumatra 5. Chihuahuan Desert 6. Coastal East Africa 7. Congo Basin 8. Coral Triangle 9. Eastern Himalayas 10. Galapagos 11. Gulf of California 12. Madagascar 13. Mekong 14. Mesoamerican Reef 15. Namibia 16. Northern Great Plains 17. Southern Chile 18. Yangtze WWF + Young Lions 16

17 Our Goal Areas Wildlife Marine Forests Fresh Water Food & Agriculture Climate WWF + Young Lions 17

18 WILDLIFE: We save the world s most ecologically, economically and culturally important species. naturepl.com / David Fleetham / WWF-Canon WWF + Young Lions 18

19 FOOD: We forge solutions with the world s most influential companies to make food a more renewable resource. naturepl.com / David Fleetham / WWF-Canon WWF + Young Lions 19

20 FORESTS: We work to stop deforestation and forest degradation. naturepl.com / David Fleetham / WWF-Canon WWF + Young Lions 20

21 OCEANS: We fight illegal fishing and help communities sustain their fisheries and wildlife. naturepl.com / David Fleetham / WWF-Canon WWF + Young Lions 21

22 FRESH WATER: We are crafting solutions to improve priority watersheds worldwide. naturepl.com / David Fleetham / WWF-Canon WWF + Young Lions 22

23 CLIMATE: We combat deforestation, advocate for smarter policies and help bring more renewable energy into people s lives. naturepl.com / David Fleetham / WWF-Canon WWF + Young Lions 23

24 We can t do it alone. WWF + Young Lions 24

25 But together we can. WWF + Young Lions 25

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27 Our Support is Broad WWF has built a movement of 5,000,000 people around the globe 1,400,000 in the U.S. WWF + Young Lions 27

28 Our Brand is Strong WWF + Young Lions 28

29 THE PROJECT BRIEF J rgen Freund / WWF-Canon WWF + Young Lions 29

30 Communities People Audience Insight WWF needs millions to act, yet scope and scale of challenges leave people feeling helpless and skeptical. Morton Koldby / WWF WWF + Young Lions 30

31 Communities People Together Possible Progress lies in embracing the fact that we are all connected. Together Possible focuses on celebrating the amazing things that can be achieved when people work together. Morton Koldby WWF + Young Lions 31

32 Communities People The Task Create a film that brings Together Possible to life. It must deliver on the following levels: 1. Build awareness of one or more challenges/wwf solutions outlined in the brief 2. Inspire individuals to take action in addressing the challenge(s)/wwf solutions 3. Spark an urge to engage in something bigger by actively participating in the process Don t focus on WWF as the solution, but rather how individuals come together. Morton Koldby / WWF WWF + Young Lions 32

33 Communities People Key Message/Call to Action Key Message: Together, we can accomplish amazing things and tackle the biggest, most challenging global threats to life on the planet. Call to Action: Join WWF s global community of people who together are reshaping the future of life on the planet. Morton Koldby / WWF WWF + Young Lions 33

34 Key Audience, Tone of Voice & Mandatories Communities People Key Audience: Social media users Tone: Urgency, Optimism, Participation Mandatories: WWF logo Together Possible type treatment URL: wwf.org, Social media links: F:worldwildlifefund, I: World_Wildlife Y: wwfus Morton Koldby / WWF WWF + Young Lions 34

35 Channels, Timing & KPIs The film will be leveraged across WWF s social media channels and website. It may also be used as a television spot. Concepts should be evergreen to allow for long-term use Success will be measured via film views, shares, comments and growth in supporters Morton Koldby WWF + Young Lions 35

36 Terry MACKO Senior Vice President, Marketing & Communications Collin LAWSON Deputy Director, Private Sector Engagement Questions Collin Lawson, WWF Add Photo Credit WWF + Young Lions 36