WWF pins it to Canadians

The registered charity launches 'Pin it for the Planet,' a multimedia campaign to promote its environmental conservation mandate.

The WWF wants Canadians to pin a little reminder to their bags, shirts or purses that driving isn’t the only way to get around.

The organization’s ‘Pin it for the Planet’ campaign launches this week, asking Canadians to consider an alternative mode of transportation rather than taking their cars.

The centrepiece of the campaign, of course, is the pins, which will be handed out by street patrols in Toronto, Halifax and Vancouver throughout the campaign. Additionally, it will be supported with a Draftfcb-handled media plan that includes digital, print, TV and wild postings, much of which includes donated inventory.

The digital campaign includes banner ads on MSN.ca, Yahoo.ca, Runningroom.com, Trails.com and Canadiancyclist.com, as well as placements on sponsor websites such as Bullfrogpower.com, the Canadian Lung Association’s Lung.ca and Participaction.com. A video for the campaign is also up on Youtube and Facebook and the organization will be promoting ‘Pin it for the Planet’ on its social media pages as well.

TV-wise, WWF-sponsored closed-captioning tags will appear on CTV in Toronto, Vancouver, Calgary, Edmonton, Winnipeg and Halifax markets, and in-show mentions will appear on Breakfast Television and A News. Wild postings will appear in the markets listed above as well, except Winnipeg.

Digital media remains one of the best ways to reach their highly engaged audience, Josh Laughren, director of communications, WWF Canada, tells MiC, explaining that the WWF tries not to be ‘prescriptive’ in its advocacy – that is, it tries not to tell people what to do – and social media helps achieve this by adding fans and supporters’ voices to the mix, he says.

The campaign lasts until June 6.