Let’s turn things around.

Funding the Reteti Elephant Sanctuary for the San Diego Zoo Wildlife Alliance.

SAN DIEGO ZOO WILDLIFE ALLIANCE

The Challenge:

Wildlife populations are being decimated at a catastrophic rate. The San Diego Zoo Global Wildlife Alliance needed to raise awareness and money to accomplish more in their fight against extinction.

The Data Solution:

The Wildlife Alliance turned to our data to help tell their story. 
Our machine learning collected over 370,000 comments, revealing an alarming level of disappointment with conservation efforts and conversely a healthy optimism around science-based solutions. The interplay of these contrasting emotions became the crux of our storytelling. Then we segmented our audiences on demographic, lifestyle, financial, and transactional data and developed a content strategy that pivoted the messaging based on propensity to donate.

The Creative Solve

“Let’s Turn Things Around” was born—a campaign that visualized the contrasting sentiments from our research through the metaphor of the hourglass. The implied threat of extinction provided urgency, while the message of hope incentivized online sympathizers to make a difference by funding the Conservancy’s scientific research.

AWARDS: Platinum Marcom, NEDMA Award for Creative Excellence