WWF has appointed FCB as its new creative partner – after years without a formal agency on the ground in New Zealand. FCB won the business following an informal pitch process and will provide the organisation with communication strategy and creative services.
WWF New Zealand chief executive Livia Esterhazy says that WWF initiated a pitch process with a view of finding a long-term agency partner who would help get results for the New Zealand environment.
“It was clear from the get-go that we were most aligned to FCB. Their behavioural change credentials were hugely impressive, as was their proven track record of highly effective campaigns.”
FCB Wellington general manager Sean Keaney says the timing was perfect for the partnership.
“There’s never been a better, or a more important time, to be working with a like-minded and highly respected organisation such as WWF. Reading their Living Planet Report was astonishing. Time is running out for our natural environment. A massive shift in the way we live is required now, both here in New Zealand and around the world. We’re excited at the opportunity of supporting WWF in this mission and creating some real behaviour change together.”
Since their appointment in September, FCB has already launched the first piece of work for the organisation around the protection of New Zealand’s marine environment.
The objective was to publicise the fact that previous governments have claimed around 30 percent of New Zealand’s marine environment is protected yet in reality less than 1 percent meets the international scientific standard of a marine protected area (MPA).
The campaign comprised of a press ad in the form of an open letter to Prime Minister Jacinda Ardern urging her to report accurately when her new government has their first opportunity later this year.
The ad ran nationally in late September as the Prime Minister was on her way to the UN. It asked her to listen to the voices of scientists, mana whenua, NGOs, marine experts and local communities when considering New Zealand’s marine protection, not just fishing industry lobbyists. A second iteration of the ad ran with names of scientists and academics showing their support.
Esterhazy says the results of the campaign have been striking, with thousands of New Zealanders signing the letter supporting accurate reporting. The story was also picked up in the media, and the topic has been up for debate and discussion in academic, scientific and ministerial circles.
“This is the reason we wanted to work with FCB. Finding a way to take a complex issue, distil it down so people can understand it and show their support for our government to take a positive action for our environment – that’s no easy task," Esterhazy says.