Did you know that the World WildLife Fund’s mission is “to build a future in which people live in harmony with nature”? You probably did because over the last several years this organization has grown in influence and now touts 5 million supporters and 5,000 staff. It also appears to sport a serious advertising and awareness budget. The problem is everything it communicates is a problem. I do not care how clever the advertising is…the net result suggests that we humans are just awful and should feel extremely guilty.
The WWF’s current messaging is analogous to the famous Christian Children’s Fund now ChildFund. A few decades back their ubiquitous advertisements featuring sad, malnourished children with spokesperson Sally Struthers initially worked by raising awareness. But after a time they became preachy, judgemental, and downright depressing. People began to change the channel as their own problems took precedent or they became inured to the imagery and cause. Read more