It may sounds like a riddle, but the lengths that two people in panda costumes can go when teamed with one printed flyer has proven to be quite amazing. To encourage Hungarians in donating 1% of their tax to WWF, this campaign reinforced WWF's core values while at the same time getting their message out there. How? By using an escalator – one panda positioned at the top and one panda at the bottom, cycling one leaflet to people going up and down in a popular shopping centre. A cute idea, but how effective is it really?
Very effective, it seems. This one leaflet reached 285,142 people. Sure, most of these people actually viewed the campaign video online rather than experiencing it in person, but that just reinforces this campaign's place as one of the greenest leaflet campaigns to have ever existed. By using just one flyer that was shared amongst shoppers, less paper wastage was created. Therefore less trees were cut down for use, and more animals could keep their forest homes. Nice work.
The Green Room Verdict: Actions speak louder than words. In this campaign WWF made a stronger point through their actions than what was printed on the actual leaflet. With extensive viral coverage, it's no surprise that this campaign did so well (even though all the computers, routers and servers needed to view their video online would have consumed energy… but hey, it's still a greener campaign than many others!).
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