To highlight the plight of wild tigers, WWF Belgium launched a campaign in which it piqued people's interest by inviting to find out whether their own last name was also on the verge of "extinction." The brand launched an online platform where people could type in their last name and find out how many others in Belgium shared it. At the same time, they were invited to donate and adopt a tiger. The campaign also saw celebrities with uncommon names contact other families, as well as wearing WWF t-shirts stating how rare they are. The families with the rarest names received a personalized letter from WWF.
The agency, Famous Brussels, claims that after two weeks of the campaign, WWF Belgium had received more online donations than it normally receives annually.