Social investment Download (PDF - 5.1MB) - WPP.com
Social investment Download (PDF - 5.1MB) - WPP.com
Social investment Download (PDF - 5.1MB) - WPP.com
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<strong>Social</strong> <strong>investment</strong>Campaign: Saving Tigers: Mila’s StoryClient: WWF China Tigers Alive Initiative<strong>WPP</strong> <strong>com</strong>pany: Ogilvy & Mather, Kuala LumpurOver the past 100 years the global population of wildtigers has fallen by 97%. It is estimated that todayonly 3,200 exist in the world. In 2011, WWFlaunched the ‘Tigers Alive’ initiative to stop thedecline of the tigers in the wild and help doubletheir numbers by 2020.O&M worked pro bono to raise awareness of theinitiative. Their campaign centred on the life story ofa young Indonesian woman named Mila. Mila learntabout the wild tiger’s plight at a young age and it ledto her be<strong>com</strong>ing a WWF conservationist working topreserve their future. Ogilvy created a video showingher story in the hope that it would inspire morepeople to get involved.Since the launch of the campaign, Mila’s story hasreceived over 6,000 views online. The campaign wasworth $50,000 of agency time.View the video at wpp.<strong>com</strong>/sustainability70 <strong>WPP</strong> SUSTAINABILITY REPORT 2011/2012
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