We unlocked a wider WWF audience through children’s content to generate funds for critical tiger conservation work
Our brief
After securing a partnership with Harper Collins Children’s Books over the rights to Judith Kerr’s much-loved classic, The Tiger Who Came to Tea, WWF spotted an opportunity for a one-off cash gift that would help meet their ambitious fundraising targets.
Already offering products for other age groups and wanting to widen their audience, WWF approached us to create a paper-based pack of activities aimed at their previously untapped market of 2–5 year-olds — from initial concept to finished product.
The pack needed to be simple yet engaging for pre-schoolers as well as appealing to adults (the purchasers), while adhering to the strict creative guidelines protecting this beloved children’s book.
Our solution
We created the ‘Be a tiger for a day’ activity pack, which encourages children to immerse themselves in a tiger’s world through a range of craft activities, dress-up and play while providing educational value through fascinating facts about the species.
We applied creative thinking to the challenge of satisfying both brands’ guidelines by making the heart of the pack — a 24-page magazine — reversible and double-sided, enabling us to dovetail the two brands while preserving their distinct identities. The pack also contains a cut-out tiger mask, height chart, reversible wall poster, colour-in postcards and stickers.
Alongside the pack, we also created a suite of digital marketing assets — including a short video — which WWF used to promote the product through paid advertising.
The activity pack has proven popular and has helped to broaden WWF’s audience, generating funds to support critical conservation work for tigers.
