WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2018 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Sanky Communications

For: African Wildlife Foundation Wildlife Footprint

Award: Best Non-Profit Mobile Application

Click here to see entry creative

About the Entry

In the midst of a poaching crisis, much of African Wildlife Foundation’s messaging focuses on wildlife trafficking. The challenge is to keep AWF’s audiences engaged and motivated when much of the news about African wildlife is devastating. So in spring of 2018, we launched the “What’s your wildlife footprint?” campaign. Not only did it give their current donors and community of activists a reason to be proud of their involvement in AWF, it motivated them to share their commitment and invite other wildlife-lovers to join them in saving beloved species. The campaign, fully adapted for mobile devices, was anchored by an animated, interactive quiz. Turning on its head the more familiar concept of reducing one’s carbon footprint, this quiz challenged the user to discover whether their wildlife footprint was big enough. Using a point system, gorgeous graphics and fun questions, users examined the size of their wildlife footprint. Amusing responses and related challenges gave the user the chance to immediately address any deficiencies. The final step of this integrated campaign was a challenge to donate in time to have Candice Bergen match their gift. This $50,000 match was met so quickly, that emails and social posts had to be adjusted to reflect the campaign’s success without discouraging the user from participating.

 

Award Credits

Contributors:

Creative Director:	Regina Ryan
Senior Designer:	Karl Smudski
Copywriter:	Claire Thomas
Assistant Technology Director:	Clay Baucom
Technology Director:	Piotr Major