WWF launched its first ever emoji based fundraising campaign to help support the organisation’s work to protect precious species and their habitats.
The World Wide Fund for Nature (WWF) is using a group of emojis for a fundraising campaign called #EndangeredEmoji to help endangered creatures and their homes. The launch of the campaign, which will be run on Twitter, comes just ahead of Endangered Species Day on Friday 15 May. The campaign was developed with advertising agency Wieden+Kennedy London and technical partner Cohaesus.
The idea for the #EndangeredEmoji campaign was sparked by the discovery that 17 characters in the emoji alphabet represent endangered species. Emoji are becoming more popular every day since they were integrated into Twitter in April 2014, and have been used over 202 million times on the social platform. WWF is seeking to translate the popularity of these characters into donations.
The campaign highlights 17 animal icons found on the current iOS and Android emojis keyboards that in the real world are, in fact, endangered species.
Each #EndangeredEmoji you use on Twitter is worth $0.11 (€0.10) and the WWF will tweet you with your total every month. At the end of each month, users will receive a link of their Endangered Emoji use and can then choose how much to donate. There’s no obligation to donate of course, and you can still decide to donate more or less.
Jason Scott and Joris Philippart, creative team at Wieden+Kennedy London comments;
When we came up with the idea of using the 17 endangered emoji animals to support WWF’s work to protect wildlife, we were very excited about putting the millions of monkeys, dolphins, pandas and other emoji creatures used every day towards a good cause. Hopefully, it will go some way to inspiring the next generation to get involved with the important work that WWF is doing.
Adrian Cockle, Digital Innovation Manager at WWF International says;
When it comes to fundraising, giving people a simple way to donate is key. By using one of the world’s biggest social platforms to highlight endangered species, we’re hoping to raise vital funds for their conservation as well as raising awareness globally.