The challenge
WWF Romania needed a way to raise awareness and drive SMS donations for forest conservation: a cause that’s urgent, yet often invisible to the public eye.
Our approach
We didn’t promise miracles, because WWF doesn’t do magic tricks. They don’t have a symphony that grows trees instantly. They can’t stop deforestation with a spray. And no, they can’t crumple newspapers back into furniture.
But what they do is just as important: they fight THE UNSEEN BATTLE. Bureaucracy, legislation, land protection, policy. The kind of work that doesn’t make headlines, but keeps forests standing.
Our campaign leaned into this contrast: between what people wish they could see, and what really happens behind the scenes. The creative direction was simple: show the magic people expect, then reveal the hard truth. No drama, no guilt, just honesty, clarity, and a clear way to help: Text PANDA to 8844.
The outcome
The campaign reached thousands of people online and helped bring forest conservation into everyday conversations. The SMS donation mechanism (Text PANDA to 8844) became part of the creative core: easy to remember, easy to act on.
If you’re from Romania, don’t hesitate to send an SMS and make an impact. Text PANDA at 8844.
Working with The AWE Institute, I discovered more than a creative agency, a true strategic partner. The team’s professionalism, combined with valuable strategic input and outstanding creativity, gave our projects clear direction and maximum impact. I greatly appreciated their flexibility and the speed with which they adapted to any necessary adjustments, whether it was optimizing an ongoing campaign or exploring new ideas to achieve our goals. Our collaboration has always been efficient, dynamic, and results-oriented. I wholeheartedly recommend The AWE Institute to any company looking for a reliable and creative partner!
Hanny Bratu – Marketing Director of WWF