Case Study Summary
The WWF “Save What You See” campaign is innovative because it creatively addresses donation fatigue through visual, personalized storytelling of impact. Instead of abstract appeals, it uses interactive full-screen mobile banners that directly show users how much of the Amazon rainforest they can protect—literally matching the screen size to the land area being saved. This tangible connection overcomes the psychological distance that often hinders charitable giving.
While not traditional “gaming,” it uses game-like mechanics—like the “first click free” concept—to simulate an immediate reward (saving a portion of the forest) and draw users into deeper engagement. That element of interaction and instant feedback mirrors purposeful gaming in that it drives real-world positive action through digital engagement. So yes, it aligns with purposeful gaming principles by turning digital actions into meaningful environmental impact.
The campaign achieved strong results— reaching 7 million people, a 226% increase over engagement benchmarks, and protecting over 1.7 million square meters of rainforest— showing that clear, visual storytelling and low-friction interaction can successfully drive real-world action.
Key Insights
- Donors are more likely to act when they see tangible, personal impact.
- Transparency and immediacy can rebuild trust in charitable giving.
- Interactive, purpose-driven media can create gamified engagement that feels meaningful rather than trivial.
What the Awards Jury Says
The WWF “Save What You See” campaign is a standout example of innovative, purpose-driven digital engagement. Faced with donor skepticism and fatigue, especially around the vast, abstract issue of saving the Amazon rainforest, WWF sought to make the impact of individual contributions immediate and visible. The campaign used interactive, full-screen mobile banners that showed users exactly how much rainforest they could protect—matching the screen size to the land area saved.
By introducing a “first click free” mechanic, users could instantly save a small piece of the forest without donating, sparking emotional engagement and lowering the barrier to action. Strategic placements on environmental and news websites ensured the campaign reached an audience already aligned with the cause. A dynamic landing page reinforced the tangible impact of donations in real-time.
Winning Details
WWF – Save What You See, submitted by MEDIAPLUS Germany.
GOLD Winner in the 16th Annual Internationalist Awards for Digital Marketing Solutions, announced November 2024.
Credits
Saint Elmo’s München
Plan.Net TechNest Germany
