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WWF Promotes Work Beyond Pandas

Ads by BBH Shanghai Promote Other Causes

By Published on .

BEIJING (AdAgeChina.com) -- The Worldwide Fund for Nature (WWF) has launched an ad campaign in China designed to correct the misperception in the mainland that the group works exclusively in China to protect pandas.

WWF China ad by BBH Shanghai
WWF China ad by BBH Shanghai
The WWF became the first international conservation organization invited to work in China in 1980. But the group is so closely associated with its panda logo that people sometimes believe WWF "is exclusively focused on protecting China's indigenous black and white creatures," said Jasmine Huang, account director at Bartle Bogle Hegarty in Shanghai, which developed the WWF's "They Save More than Pandas" campaign.

WWF China ad by BBH Shanghai
WWF China ad by BBH Shanghai
Ads showcasing other WWF projects, such as protecting people and the environment, will run in subway lightboxes, bus shelters, outdoor ads, print media and online through next year. The images incorporate the trademark panda into other WWF projects, including fresh water and forest conservation, protection of other endangered species and preservation of China's bio-diversity.
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