Giving people and nature a voice
WWF
“We’re a scientific organisation, but communicating facts and figures wasn’t motivating people. The First Word helped our global teams use a new approach to inspire action in our supporters.”
The problem
How do you explain the complex challenges our world faces without blinding people with science? How can you be clear about the threats to our existence and still offer hope? How do you create a consistent voice across the world, when your teams work in some of the most remote places on the planet?
The solution
We’ve worked closely with WWF’s brand teams in the UK and globally to create a bold voice that makes people stop, think, feel and act. We created practical tools for the teams, like guidelines, a comms checker and a living dictionary they can add to as language evolves.
We’ve written everything from fundraising emails and social media posts to campaign and web copy, which WWF regularly test with their audiences.
And we’ve trained hundreds of people to put words into action, from Bulgaria to Bangkok.
The results
100% of delegates in our storytelling webinar training rated it 5 out of 5 (‘Very good’)
One person said: “What you presented is exactly what we need, and I’ve already bragged to people about how great this is!”
Audience response to our COP26 climate campaign messaging: When asked ‘how motivated do you feel to support WWF’s climate change campaign?’ over 87% of respondents said they were likely to support the campaign, with over 31% saying they would likely support it ‘a great deal’.
