World Wildlife Fund worked with Saatchi & Saatchi, NZ to develop a print advertising campaign highlighting the need for protection of forests around the world. Using the veins in leaves the print advertisements demonstrated the effects of human habitation on native forests in the Amazon, Daintree and Belize regions. The ads point readers to the WWF Forests web site, www.worldwildlife.org/forests/.
According to the WWF Forests web site, the cutting of trees and unsustainable management of forests lead to the loss of nearly 36 million acres of natural forests each year – an area bigger than the state of New York. The world’s poorest people bear the brunt of forest loss, since forest resources sustain most of the 1.2 billion people in the world who live in extreme poverty. WWF is working locally, regionally and globally to address this threat and at multiple levels – with communities, governments and industry. In partnership we can ensure forests are protected for the people and species that depend on these habitats for their livelihoods.
Despite its natural richness, the Amazon ecosystem is fragile and in peril. In Brazil, for instance, illegal logging, slash-and-burn agriculture and other human impacts are consuming the forest at the rate of over 9,000 square miles per year. WWF’s focus is on two conservation priorities: the Southwestern Amazon ecoregion, a last refuge for highly endangered species like jaguars, harpy eagles and giant river otters; and ARPA one of the world’s most ambitious conservation projects that will result in more than 190,000 square miles of Amazonian rainforest – an area larger than the state of California – under protection by 2010.
The WWF Leaves campaign was developed at Saatchi & Saatchi, Auckland, by creative directors Mike O Sullivan and Toby Talbot, and copywriters/art directors Andy Dilallo and Jay Benjamin.