WWF AUSTRALIA
Conserving Endangered Biodiversity
Conserving Endangered Biodiversity
Australia is home to over 1,800 threatened species, many of which face extinction without ever being known. Despite supporting biodiversity not found anywhere else on Earth, Australia has the highest mammal extinction rate in the world, and populations continue to decline.
Australia is home to over 1,800 threatened species, many of which face extinction without ever being known. Despite supporting biodiversity not found anywhere else on Earth, Australia has the highest mammal extinction rate in the world, and populations continue to decline.
CONTEXT
CONTEXT
WWF faced the challenge of raising awareness for some of Australia's most endangered species among people typically drawn to cute animals. The organisation needed to communicate the urgent plight of lesser-known species competing for attention and support in a crowded landscape. We developed a campaign that shifted attention from the familiar to the forgotten, spotlighting endangered species often excluded from mainstream conservation narratives.
WWF faced the challenge of raising awareness for some of Australia's most endangered species among people typically drawn to cute animals. The organisation needed to communicate the urgent plight of lesser-known species competing for attention and support in a crowded landscape. We developed a campaign that shifted attention from the familiar to the forgotten, spotlighting endangered species often excluded from mainstream conservation narratives.
APPROACH
APPROACH
Our campaign focused what makes these animals unique. Emphasising distinctive colours, textures, and patterns, we created a striking visual language that stood apart from typical conservation imagery and cut through the noise of cluttered OOH advertising. A series of posters, postcards, and an interactive mobile site showcased bold graphic representations of each animal, paired with accessible information about habitat, threats, population, and conservation status. This strategic use of visual storytelling made the unfamiliar unforgettable.
Our campaign focused what makes these animals unique. Emphasising distinctive colours, textures, and patterns, we created a striking visual language that stood apart from typical conservation imagery and cut through the noise of cluttered OOH advertising. A series of posters, postcards, and an interactive mobile site showcased bold graphic representations of each animal, paired with accessible information about habitat, threats, population, and conservation status. This strategic use of visual storytelling made the unfamiliar unforgettable.
IMPACT
IMPACT
The campaign helped shift perceptions and raised visibility for Australia’s most endangered species—particularly the Southern Corroboree frog, whose numbers had dropped significantly after the 2019–20 Black Summer bushfires. By moving away from conventional cuteness, the campaign broadened public engagement and support for species that rarely receive public attention.
The campaign helped shift perceptions and raised visibility for Australia’s most endangered species—particularly the Southern Corroboree frog, whose numbers had dropped significantly after the 2019–20 Black Summer bushfires. By moving away from conventional cuteness, the campaign broadened public engagement and support for species that rarely receive public attention.
Scope
Campaign Strategy
Campaign Development
Digital Design
Campaign
Sector
Environment
• Conservation
Photography
Harrison Warne
Animalia
UNSDGs
