The WWF has been praised for the use of social media in its #EndangeredEmoji fundraising campaign.
Created by Wieden + Kennedy London, the campaign identified 17 emoji animals which are endangered, including the bluefin tuna, spider monkey, Sumatran tiger, African wild dog and more, and asked emoji users to pay a small donation each time they were used in a tweet.
At the end of the month a user’s total was calculated and they could then donate their total amount voluntarily.
Just Giving, who praised the campaign in a review of the best 2015 campaigns on its blog, said the #EndangeredEmoji campaign was “a more light-hearted campaign that allowed the charity to engage with a younger audience while raising vital funds to save the planet’s most endangered species”.
Further campaigns praised were #TheDress by The Salvation Army South Africa, #NTChallenge by National Trust, Flaw in the Law by NSPCC and Tea and Consent by Thames Valley Police.
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