The Last of Us campaign focuses on raising awareness for endangered animals worldwide by using emotional storytelling and placing animals in alienated spaces that overrun their habitats. The objective of this brief was to create an extended brand awareness campaign for a brand we felt passionate about using traditional and digital media channels. 

 

The campaign aims to identify species that are endangered in various countries across the world, like the African Forrest Elephant in Africa, the Mountain Gorilla in Uganda, the Javan Rhino in Asia, the Yangtze Finless Dolphin in China, and the Hawksbill Sea Turtle in Australia. The reason for this is to enhance the emotional storytelling approach to reach the centre of the target audience’s hearts and to truly awaken them to the reality we are facing in our habitats as humans, along with the impact we’re leaving on the environment. This also creates an engaging call-to-action for the target audience in the different regions to donate to the NPO for further research and to protect the various causes they are fighting for. 

 

I familiarised myself with the WWF before ideating a campaign. Hence, I chose to use emotional storytelling by placing animals in an uncomfortable space that was supposed to be their home. We aimed to educate consumers about environmental values and the importance of protecting the planet and its species for a sustainable future.  

 

My partner and I used mixed media channels to optimise the campaign’s reach in areas with less developed economies. Hence, we chose to increase the NPO’s reach using A/B testing in email marketing and social media channels like Facebook, TikTok, and Instagram, as well as traditional media channels like radio, flyers and posters, to maximise the reach.