WWF – Save The Tigers
WWF Malaysia launched the “Save The Tiger” campaign back in September to raise public awareness on the diminishing tiger population in Malaysia, as well as to raise funds for field biologists to continue their research and conservation quest for tigers.
A one-page responsive microsite was created to communicate the key business objective – to encourage visitors to donate. To improve confidence and assurance, it was very important for us to convey where these donations will go and how it is going to be used.
WWF Save The Tiger microsite. A huge amount of iconography and imagery were used to keep content easily digestible.
Though “Tweet To Donate” was the main functionality, it was used as a headline, supported by copy that explained the reasons for saving tigers. This was followed by a much more emotional call-to-action, “Yes, I’d like to help!”.
A section to suggest the ease of donating, in 3 simple steps.
Section describing the people actively involved in the conservation of Malayan tigers.
Section detailing the expenses and costs of field equipment and consumables.
This idea of tweeting to donate originated from a previous MobExt project which raised funds to help the victims affected by Typhoon Haiyan. It employed APIs built by Stripe to enable deduction of credit linked to unique hashtags. Users simply sync their credit card to their Twitter account, then tweet with one of the unique hashtags in their message. The amount corresponding to that hashtag in their tweet will be deducted from their credit card.
Tweet To Donate form flow
In 3 simple steps, for 1st-time users. After the card is synced with the Twitter account, STEP 3 is removed and the call-to-action copy for Step 2 will be replaced by “Send Tweet Donation”.
During subsequent visits, the call-to-action on the landing section will be replaced by the user’s Twitter handle, and the guiding steps on how to Tweet to Donate will be replaced by badges awarded for past donations.
(Badge designs by Ioana Halunga)
Icon fonts were utilized to maintain high quality scalability of vector objects, including the logo, for all breakpoints.