The WWF 'Rare Page' Project Educates Users on Endangered Animals
Tana Makmanee — July 30, 2013 — Social Good
References: vimeo & odnoklassniki.ru
In this digital age of technology and social networking, modern day youths are increasingly glued to their laptops and mobile phones, which is why WWF cleverly decided to utilize a social networking site as a medium to educate people on endangered animals.
The World Wildlife Fund for Nature has teamed up with creative agency Hungry Boys and Russian social networking site Odnoklassniki to create a campaign titled ‘Rare Page,’ as a way to educate users on the continuing plight of endangered animals. Since people often spend hours upon hours surfing the web, what better way to inform a massive audience about this serious issue than by incorporating the information into a social platform? This ‘Rare Page’ campaign, which provides stats on the types of animals at risk in Russia, pops up on the Odnoklassniki site anytime a user inputs an incorrect or invalid search. While ordinarily a 404 page or error message would come up, a page about endangered animals and their risk of extinction would appear instead, urging viewers to donate to the cause.
This imaginative campaign creatively draws a correlation between an ordinary 404 'Not Found’ message and the fact that these animals are dangerously close to being gone or ‘Not Found’ in reality as well. The campaign effectively utilizes a popular social platform to target users in a very modern and social manner.
The World Wildlife Fund for Nature has teamed up with creative agency Hungry Boys and Russian social networking site Odnoklassniki to create a campaign titled ‘Rare Page,’ as a way to educate users on the continuing plight of endangered animals. Since people often spend hours upon hours surfing the web, what better way to inform a massive audience about this serious issue than by incorporating the information into a social platform? This ‘Rare Page’ campaign, which provides stats on the types of animals at risk in Russia, pops up on the Odnoklassniki site anytime a user inputs an incorrect or invalid search. While ordinarily a 404 page or error message would come up, a page about endangered animals and their risk of extinction would appear instead, urging viewers to donate to the cause.
This imaginative campaign creatively draws a correlation between an ordinary 404 'Not Found’ message and the fact that these animals are dangerously close to being gone or ‘Not Found’ in reality as well. The campaign effectively utilizes a popular social platform to target users in a very modern and social manner.
Trend Themes
1. Socially Integrated Wildlife Ads - Using social platforms to integrate wildlife ads and raise awareness about endangered animals.
2. Digital Education Campaigns - Utilizing digital platforms to educate users on important issues, such as the plight of endangered animals.
3. Creative Error Message Replacement - Replacing traditional error messages with informative content to engage users and promote social causes.
Industry Implications
1. Environmental Conservation - The industry of protecting and preserving the natural environment can leverage socially integrated wildlife ads to raise awareness and garner support.
2. Digital Marketing - The digital marketing industry can take advantage of digital education campaigns by partnering with organizations to create impactful and informative campaigns.
3. Web Development - Web developers can explore new opportunities by creating creative error message replacements that engage users and promote social causes.
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