WWF Announce Naked Communications as Digital Content Partner

Following a digital partnership to launch national fundraising event ‘Wear it Wild’, WWF UK has chosen Naked Communications as their digital content partner in a campaign set to put pressure on the UK Government and EU legislation to end illegal and unsustainably-logged timber.

A competitive pitch saw WWF UK partner with Naked Communications for their content, social media and digital strategy this week. The creative agency will craft a film that aims to mobilise public sentiment against the proliferation of unsustainably sourced timber and timber products in UK markets.  It is hoped that by highlighting the problem, businesses feel public pressure to improve their sourcing habits, and the UK government and the EU will implement the necessary action and legislation.

Rachel Bloodworth, Head of Public Engagement at WWF UK, comments: “Our #SaveForests campaign has seen 100,000 people show they care about protecting our forests. We know there’s an appetite to save forests and change EU legislation so we wanted to be bold in taking the campaign to the next level. With the help of Naked, we hope to energise the fight against the amount of unsustainably sourced wood available on the shelves of many reputable UK retailers and make customers consider their unintentional role in contributing to deforestation by checking to find out where the wood comes from before purchasing.”

This activity will form part of WWF UK’s push to stop illegally and unsustainably sourced timber and timber products from entering UK markets, including amending EU legislation which will impact on all EU member states.

Naked’s Head of Creative, Cyrus Vantoch-Wood, comments: “This is a very important initiative and a great client for us at Naked. We’re seeing the scary realities of global warming and the depletion of wildlife populations starting to kick-in; this campaign is all about highlighting our individual ability to affect our collective future. The destruction of forests globally is something we’re all aware of, yet how often do we really interrogate the sourcing of paper, furniture and other wood products? We’re aligned with the WWF on a strategic-creative methodology to inform peoples behaviour, and they've give us the creative freedom to disrupt an emotionally-fatigued space.”