I PROTECT NATURE

TitleI PROTECT NATURE
BrandWWF
Category C01. Use of Social/ Digital Platforms
Product/ServiceWWF
Entrant HAVAS Paris, FRANCE
Idea Creation HAVAS Paris, FRANCE
Idea Creation 2 HAVAS PARIS SEVEN, FRANCE
Credits
Name Company Position
Stephane Gaubert Havas Paris Creative Director
Charlotte Dacbert Havas Paris Copywriter
Juanita Arena Pedraza Havas Paris Art Director
Elisabeth Billiemaz Havas Paris Executive vice president
Sophie Schiari Havas Paris Associate Director
Diane De Plas Havas Paris Account Director

Why is this work relevant for Direct?

We chose to be part of the mobile users' experience by focusing on one of Instagram’s native tool: geolocation. We didn’t create a new feature, we just focused on an existing one to give this generation the power to protect the planet. Simple, fast and efficient.

Background

We chose to be part of the mobile users' experience by focusing on one of Instagram’s native tool: geolocation. We didn’t create a new feature, we just focused on an existing one to give this generation the power to protect the planet. Simple, fast and efficient.

Describe the creative idea (30% of vote)

We won't be able to stop people from celebrating nature on instagram, but we can provide them with a simple and concrete tool to protect these secret places. This is why WWF France created the first generic geolocalisation beacon ever : "I PROTECT NATURE". A unique and responsible TAG to protect all the world's natural sites and give everyone a real power to act.

Describe the strategy (20% of vote)

We started our thinking from one observation: geolocation on Instagram allows its users to share idyllic locations and landscapes, off the beaten track and still unknown from the general public. Celebrating the beauty of nature has a huge drawback, the arrival of hordes of tourists, leaving their plastic wastes behind them and causing serious harms to these natural places. When tourists’ facilities are built, local environment are being destroyed. To make it short : geolocation on Instagram encourages mass tourism who threatens biodiversity.

Describe the execution (20% of vote)

We launched this action a few days before the beginning of summer holidays to "hack" the habits of holidaymakers just before their departure. WWF France first launched the movement with a press release and stories on Instagram in order to explain to its users how to use the new TAG. Many influencers then used the TAG and encouraged their community to do the same. This new geolocation TAG quickly became viral.

List the results (30% of vote)

The results were outsanding. The media took part in the discussion, educating millions of people on the issue of mass tourism : + 80% signatures to the petition in 3 weeks (+ 1 million) + 7.9 millions impressions + 1.7 millions reach. Total audience : 773 millions of people. With 0 euros invested