Brief

WWF Poland’s campaign ‘You also destroy your home’, featuring Marcin Dorocinski, told the story of environmental destruction in a shocking and unconventional way. It showed Poles how they brutally and unreflectively treat what they themselves universally regard as priceless.

On the occasion of Earth Hour 2019, WWF Poland decided to change its typical communication to make people more clearly aware that they are an inseparable part of the ecosystem and that they are affecting the degradation of nature.

Many Poles are aware of the poor state of the environment, but do nothing about it. We needed a shocking thought that would hit people’s emotions and force them to react. Therefore, we compared the destruction of nature to the destruction of a house: the safest and most intimate shelter a person can have. We were helped by a Polish actor who is exceptionally committed to environmental issues.

Solutions

In the first part of the campaign, we published a shocking video on Marcin Dorocinski’s Facebook and Instagram, which went viral in a matter of minutes. The video moved not only the actor’s fans. It was shared by all mainstream media in Poland and triggered an avalanche of questions and reactions. The response came next, starting with the publication of a 30‘ spot in which Marcin Dorociński revealed a shocking secret about Poles’ attitude to the environment. The campaign was reflected in TV, internet, radio, cinemas, press public transport and PR materials. Thanks to a dedicated website, Poles were also able to sign an appeal to the President of Poland and take an active part in pro-environmental activities.

Wynik

Effect

The unusual campaign received more than 90 publications in news portals within a few days and reached more than 7 million Poles. The footage alone organically reached a reach of more than 4 million. The number of views exceeded 750,000, generated 13,000 reactions, over 5,000 shares …. and continues to grow.

Kreatura
2019